新書推薦:
《
音樂使人自由(暢銷經典版)
》
售價:HK$
112.8
《
別人怎麼對你,都是你教的
》
售價:HK$
109.8
《
世界圖繪(拉丁文、繁體中文雙語對照版):所有基本事物及日常活動的圖像與名稱
》
售價:HK$
207.8
《
跟一行禪師過日常【7冊合售】
》
售價:HK$
332.5
《
你是星光燦爛的緣由
》
售價:HK$
80.2
《
圖解建築設備練習入門:一次精通空調、供水排水、供電配線、消防安全、節能的基本知識、原理和計算
》
售價:HK$
124.7
《
臺南映象
》
售價:HK$
106.9
《
三十歲初戀。(03)
》
售價:HK$
47.5
|
內容簡介: |
The7theditionofMarketingforHospitalityandTourismisalandmarkentryinthelongsuccessfulhistoryofthemarketleader.Withthe7thedition,greatcarewastakentorprovideandintroductoryguidetohospitalityandtourismmarketingthattrulyreflectsthemodernrealitiesofmarketing.
We"vethoroughlyrevisedtheseventheditionofMarketingforHospitalityandTourismtoreflectthemajortrendsandforcesimpactingmarketinginthisdigitalageofcustomervalue,engagement,andrelationships.
|
關於作者: |
PhilipKotler
現職:NorthwesternUniversity
JohnT.Bowen
現職:UniversityofHouston
JamesMakens
現職:WakeForestUniversity
SeyhmusBaloglu
現職:WilliamF.HarrahCollegeofHotelAdministration
|
目錄:
|
PARTIUNDERSTANDINGTHEHOSPITALITYANDTOURISMMARKETINGPROCESS
Ch1Introduction:MarketingforHospitalityandTourism
Ch2ServiceCharacteristicsofHospitalityandTourismMarketing
Ch3TheRoleofMarketinginStrategicPlanning
PARTIIDEVELOPINGHOSPITALITYANDTOURISMMARKETINGOPPORTUNITIESANDSTRATEGIES
Ch4TheMarketingEnvironment
Ch5ManagingCustomerInformationtoGainCustomersInsights
Ch6ConsumerMarketsandConsumerBuyingBehavior
Ch7OrganizationalBuyerBehaviorofGroupMarket
Ch8CustomerDrivenMarketingStrategy:CreatingValueforTargetCustomers
PARTIIIDEVELOPINGTHEHOSPITALITYANDTOURISMCUSTOMERVALUE-DRIVENSTRATEGYANDMIX
Ch9DesigningandManagingProductsandBrands:BuildingCustomerValue
Ch10InternalMarketing
Ch11Pricing:UnderstandingandCapturingCustomerValue
Ch12MarketingChannels:DeliveringCustomerValue
Ch13EngagingCustomersandCommunicatingCustomerValue
Ch14PublicRelationsandSalesPromotion
Ch15ProfessionalSales
Ch16Direct,Online,SocialMediaandMobile
PARTIVMANAGINGHOSPITALITYANDTOURISMMARKETING
Ch17DestinationMarketing
Ch18NextYear’sMarketingPlan
|
|