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

定價：~~1320~~ 元

NT $ 1,188 ~ 1,254

作者：Philip Kotler，John T. Bowen，James Makens，Seyhmus Baloglu
出版社：華泰文化
出版日期：2017-01-20
語言：英文
ISBN10：1292156155
ISBN13：9781292156156
裝訂：平裝 / 680頁 / 普通級 / 單色印刷 / 7版

內容簡介

　　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.

　　We've 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.

作者介紹

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

Seyhmus Baloglu

　　現職： William F. Harrah College of Hotel Administration

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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