Marketing for Hospitality and Tourism, 8/e (GE-Paperback)
Philip Kotler , John T. Bowen , Seyhmus Baloglu
- 出版商: Pearson FT Press
- 出版日期: 2022-04-01
- 售價: $1,380
- 貴賓價: 9.5 折 $1,311
- 語言: 英文
- 頁數: 686
- ISBN: 1292363517
- ISBN-13: 9781292363516
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相關分類:
行銷/網路行銷 Marketing
下單後立即進貨 (約5~7天)
商品描述
Marketing for Hospitality and Tourism, grounded in theory and research, is a fundamental textbook for courses in hospitality sales and marketing. Filled with industry examples, the textbook explores each area of marketing for hospitality and travel and marries theoretical concepts to real-world examples and cases. The eighth edition continues to track fast-changing developments in marketing communications and the creation of marketing content.
目錄大綱
PART I: DEFINING HOSPITALITY AND TOURISM MARKETING AND THE MARKETING PROCESS
Ch 1 Creating Customer Value and Engagement Through Marketing for Hospitality and Tourism
Ch 2 Services Marketing Concepts Applied to Marketing for Hospitality and Tourism
Ch 3 Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
PART II: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE
Ch 4 Analyzing the Marketing Environment
Ch 5 Managing Customer Information to Gain Customer Insights
Ch 6 Consumer Markets and Consumer Buying Behavior
Ch 7 Organizational Buyer Behavior
Ch 8 Customer-Driven Marketing Strategy: Creating Value for Target Customers
PART III: DESIGNING 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 Distribution Channels Delivering Customer Value
Ch13 Engaging Customers and Communicating Customer Value and Advertising
Ch14 Promoting Products: Public Relations and Sales Promotions
Ch15 Professional Sales
Ch16 Direct, Online, Social Media and Mobile Marketing
PART IV MANAGING HOSPITALITY AND TOURISM MARKETING
Ch17 Destination Marketing
Ch18 Next Year's Marketing Plan
