Marketing for Hospitality and Tourism (7 Ed.) | 誠品線上

Marketing for Hospitality and Tourism (7 Ed.)

內容簡介

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

作者介紹 ■作者簡介Philip Kotler現職：Northwestern UniversityJohn T. Bowen現職：University of HoustonJames Makens現職：Wake Forest UniversitySeyhmus Baloglu現職： William F. Harrah College of Hotel Administration

產品目錄

產品目錄 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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