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折優惠：HK$93.6
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Marketing of Hospitality Services
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沒有庫存
訂購需時10-14天
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9780866121576 | |
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Marketing of Hospitality Services | |
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鼎茂 | |
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2005年1月01日
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767.00 元
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HK$ 690.3
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詳
細
資
料
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* 叢書系列：餐旅服務
* 規格：平裝 / 普級 / 單色印刷 / 初版
* 出版地：台灣
餐旅服務
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[ 尚未分類 ] |
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內
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簡
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Teach your students to meet the marketing challenges of tomorrow’s dynamic and competitive hospitality marketplace. This textbook explores marketing as a philosophy of hospitality operations, a way of hospitality business life, and an activity pervading all hospitality decisions and actions. Topics such as entrepreneurship, creativity, service gaps, moments of truth, and future guests set this book apart. Case studies, Internet resources, and interviews with global hospitality professionals provide valuable information for hospitality marketing success.
教導學生未來如何在瞬息萬變且競爭激烈的餐旅市場中面對行銷上的挑戰。本書旨在探索餐旅業經營的行銷哲學，商場上的生存方式，廣泛地出現在餐旅行銷決策中的活動。書中收錄包括企業家精神、創造力、服務缺口、關鍵時刻、未來顧客等熱門話題，而書中的案例研究、網路資源、與全球各地餐旅業專業人員的面談為成功的餐旅行銷提供極具價值的資訊。
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目
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Preface 序言
About the Authors 作者簡介
Study Tips 學習指導
Part I Marketing in the Hospitality Setting 餐旅業行銷
1 Marketing’s Role in Hospitality Management 行銷在餐旅管理中的重要角色
2 Service: the Centerpiece of Hospitality Marketing 優良服務為餐旅行銷中的核心
3 Hospitality Marketing Strategies 餐旅業行銷策略
4 Strategic Hospitality Marketing Planning 策略性的餐旅行銷計畫
5 Individual Guest Behavior 單一客戶行為
6 Business Guest Behavior 企業客戶行為
7 Guests of Tomorrow 潛在客戶
8 Segmenting and Targeting Markets目標市場區隔
9 Marketing Data and Information Systems 行銷資訊系統
10 Product/Service vice Mix: The Offer 產品/服務組合：提供者
11 Distribution Mix: Hospitality Networks 通路組合：餐旅業網絡系統
12 Pricing Mix: Strategies and Tactics 價格組合：戰略與策略
13 Communications Mix: Advertising and Public Relations 溝通組合：廣告與公共關係
14 Communications Mix: Selling, Merchandising and Promotion 溝通組合：銷售、宣傳及促銷
15 The Service Challenge: Managing Moments of Truth 服務業挑戰：掌握關鍵時刻
16 Energizing Hospitality Marketing: Entrepreneurship, Creativity, and Innovation 餐旅行銷再進化：企業家精神、創造力及不斷創新
17 Hospitality Marketing: Future Perspectives 餐旅行銷：未來展望
Appendix: Marketing Case Studies 附錄：行銷案例研究
Index 索引
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