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Marketing for Hospitality and Tourism
作者：
Kotler、Bowen、Makens
分類：
行銷企管
／
行銷•廣告
出版社：
華泰文化
出版日期：2006/4/3
ISBN：9780132017732
書籍編號：kk0145262
頁數：960
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1160
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The most widely used Hospitality marketing text–comprehensive and innovative, managerial and practical, state-of-the-art and real-world. Easy-to-read and user-friendly, it provides examples and applications that illustrate the major decisions hospitality marketing managers face in their efforts to balance objectives and resources against needs and opportunities in todays global marketplace. Real-world in focus, it reflects the authors rich combination of both teaching and international consulting experience in the hospitality and travel industries. An abundance of real-world examples and cases and experiential and internet exercises give students extraordinary insight into marketing situations they will actually encounter on the job.目錄PART I UNDERSTANDING THE HOSPITALITY AND TOURISM MARKETING PROCESS CH.1 Introduction: Marketing for Hospitality and Tourism CH.2 Service Characteristics of Hospitality and Tourism Marketing CH.3 The Role of Marketing in Strategic Planning PART II DEVELOPING HOSPITALITY AND TOURISM MARKETING OPPORTUNITIES AND STRATEGIES CH.4 The Marketing Environment CH.5 Marketing Information Systems and Marketing Research CH.6 Consumer Markets and Consumer Buying Behavior CH.7 Organizational Buyer Behavior and Group Markets CH.8 Market Segmentation, Targeting, and Positioning PART III DEVELOPING THE HOSPITALITY AND TOURISM MARKETING MIX CH.9 Designing and Managing Products CH.10 Internal Marketing CH.11 Building Customer Loyalty through Quality CH.12 Pricing Products: Pricing Considerations, Approaches and Strategy CH.13 Distribution Channels CH.14 Promoting Products: Communication and Promotion Policy and Advertising CH.15 Promoting Products: Public Relations and Sales Promotion CH.16 Professional Sales PART IV MANAGING HOSPITALITY AND TOURISM MARKETING CH.17 Electronic Marketing: Internet Marketing, Database Marketing and Direct Marketing CH.18 Destination Marketing CH.19 Next Year’s Marketing Plan
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