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Marketing for Hospitality and Tourism (GE)(7版)

Marketing

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			9781292156156
			Philip Kotler
			華泰文化
			2017年1月20日
			440.00 元
			HK$ 418

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ISBN：9781292156156

叢書系列：餐旅業行銷

規格：平裝 / 680頁 / 普通級
餐旅業行銷

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專業/教科書/政府出版品 > 休閒餐旅類 > 餐旅管理

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　　The 7th edition of Marketing for Hospitality and Tourism is a land mark entry in the long successful history of the market leader. With the 7th edition, great care was taken tor provide and introductory guide to hospitality and tourism marketing that truly reflects the modern realities of marketing.

　　Weve thoroughly revised the seventh edition of Marketing for Hospitality and Tourism to reflect the major trends and forces impacting marketing in this digital age of customer value, engagement, and relationships.

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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 Managing Customer Information to Gain Customers Insights

Ch 6 Consumer Markets and Consumer Buying Behavior

Ch 7 Organizational Buyer Behavior of Group Market

Ch 8 Customer Driven Marketing Strategy: Creating Value for Target Customers

PART III DEVELOPING THE HOSPITALITY AND TOURISM CUSTOMER VALUE-DRIVEN STRATEGY AND MIX

Ch 9 Designing and Managing Products and Brands: Building Customer Value

Ch10 Internal Marketing

Ch11 Pricing: Understanding and Capturing Customer Value

Ch12 Marketing Channels: Delivering Customer Value

Ch13 Engaging Customers and Communicating Customer Value

Ch14 Public Relations and Sales Promotion

Ch15 Professional Sales

Ch16 Direct, Online, Social Media and Mobile

PART IV MANAGING HOSPITALITY AND TOURISM MARKETING

Ch17 Destination Marketing

Ch18 Next Year’s Marketing Plan

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