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秘密花園
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Marketing for Hospitality and Tourism (第6版)

Marketing

沒有庫存
訂購需時10-14天
9780133382129
Kotler、Bowen、Makens
華泰文化
2013年5月14日
427.00  元
HK$ 405.65
省下 $21.35
 
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叢書系列:餐旅業行銷
規格:平裝 / 704頁 / 普級 / 單色印刷 / 6版
出版地:台灣


餐旅業行銷


[ 尚未分類 ]









  This sixth edition offers a major revision that reflects current trends, including the increasing use of social media in the hospitality industry.

  New To This Edition:
  1.New coverage of social media shows how to use Facebook and Twitter to increase customer loyalty, build brand awareness, and reduce promotions costs.

  2.New student review process involves end user in the development process and ensures each chapter is filled with examples that are current, relevant, clear.

  3.New cases and examples highlight companies that students can relate to, such as Chipotle and Starbucks.

作者簡介

Philip Kotler

  現職:Northwestern University

John T. Bowen

  現職:University of Houston

James Makens

  現職:Wake Forest University



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 of Group Market
Ch 8 Market Segmentation, Targeting, and Positioning

PART III: DEVELOPING THE HOSPITALITY AND TOURISM MAKRETING MIX
Ch 9 Designing and Managing Products
Ch 10 Internal marketing
Ch 11 Pricing Products: Pricing Considerations, Approaches, and Strategy
Ch 12 Distribution Channels
Ch 13 Promoting Products: Communication and Promotion Policy and Advertising
Ch 14 Promoting Products: Public Relations and Sales Promotion
Ch 15 Professional Sales
Ch 16 Direct and Online Marketing: Building Customer Relationships

PART IV: MANAGING HOSPITALITY AND TOURISM MARKETING
Ch 17 Destination Marketing
Ch 18 Next Year’s Marketing Plan

Appendix A: The Five-Gap Model of Service Quality
Appendix B: Forecasting Marketing Demand

Case Studies(34 Cases)




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