Philip Kotler

James C. Makens

Bowen, John T.

International Edition

Marketing for Hospitality and Tourism

John T. Bowen

This text offers an abundance of real-world examples, as well as cases and experiential and Internet exercises, to give students a real insight into marketing situations they will actually encounter at work.

Here's a complete, step-by-step blueprint for building a superior marketing plan for your products or services. In these pages, you'll find ready-to-use forms, tables, and worksheets that cover every planning function, including competitive analysis, pricing strategy, sales promotion, advertising, budgeting, forecasting, and much more. Just supply the facts, and The Marketing Plan Workbook virtually writes a comprehensive, tailor-made marketing plan for you. Book jacket.

James C. Makens

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