Marketing Essentials in Hospitality and Tourism: Foundations and Practices

Stowe C Shoemaker, Margaret Shaw

  • 出版商: Prentice Hall
  • 出版日期: 2007-08-16
  • 售價: $1,007
  • 語言: 英文
  • 頁數: 640
  • 裝訂: Paperback
  • ISBN: 0131708279
  • ISBN-13: 9780131708273
  • 相關分類: 行銷/網路行銷 Marketing
  • 下單後立即進貨 (約5~7天)

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商品描述

 

Description

1 . Emphasis on loyalty marketing-Provides a collection of strategies and tactics that can be used to market hospitality and tourism services to customers throughout their lifetime.
2 . Tourism marketing applications- Provides numerous examples of how marketing is used to develop tourism.
3 . Interviews with industry executives-Gives valuable insights from senior executives regarding the entire industry and specific segments such as restaurants, hotels, casinos, and tourism destinations.
4 . Contemporary advertisements and illustrations- Uses familiar examples and illustrations so readers can relate chapter material to current culture.
5 . Case studies based on actual events-Helps illustrate chapter content in a realistic way.
6 . Web browsing exercises- Gives students access to the latest information in the field.

Marketing Essentials in Hospitality and Tourism: Foundations and Practices provides the first-year student with an introduction to hospitality marketing and the basics of its many different components. With a succinct three-part format, it introduces basic marketing concepts, discusses strategic marketing and the marketplace, and ends with functional strategies that can be used to increase competitive advantage. Tourism applications, interviews with industry executives and case studies provide a glimpse at the real-world of hospitality and tourism, while contemporary examples demonstrate how marketing techniques are used to increase the chances of success.

Catalog

PART I: INTRODUCTION

1.      THE Concept of Marketing

2.      Marketing Services

3.      The Marketing Mix and the Product/Service Mix

4.      Relationship and Loyalty Marketing

5.      The Marketing Plan

 

PART II: STRATEGIC MARKETING AND THE MARKETPLACE

6.      Strategic Marketing

7.      Competition and the Marketing Environment

8.      Understanding Individual Customers

9.      Understanding Organizational Customers

10.  Understanding Tourism Markets

 

PART III: FUNCTIONAL STRATEGIES

11.  Advertising, merchandising, and public Relations

12.  Personal Selling and Sales Promotions

13.  Differentiation, Segmentation, and Target Marketing

14.  Market Positioning and Branding

15.  The Pricing Decision

16.  Channels of Distribution

 

 


 

商品描述(中文翻譯)

描述
1. 強調忠誠度行銷-提供一系列策略和戰術,可用於將酒店和旅遊服務市場推向客戶的一生中。
2. 旅遊行銷應用-提供了許多示例,說明了如何利用行銷來發展旅遊業。
3. 與行業高管的訪談-從高級主管那裡獲得有關整個行業和特定部門(如餐廳、酒店、賭場和旅遊目的地)的寶貴見解。
4. 當代廣告和插圖-使用熟悉的例子和插圖,讓讀者將章節內容與當前文化聯繫起來。
5. 基於實際事件的案例研究-以現實的方式幫助說明章節內容。
6. 網絡瀏覽練習-讓學生獲得最新的領域信息。

《酒店和旅遊業的行銷基礎和實踐》為一年級學生介紹了酒店行銷的基本概念和其許多不同組件的基礎知識。通過簡潔的三部分格式,它介紹了基本的行銷概念,討論了戰略行銷和市場,並以可用於增加競爭優勢的功能策略結束。旅遊應用、與行業高管的訪談和案例研究提供了對酒店和旅遊業現實世界的一瞥,而當代例子則展示了如何利用行銷技巧增加成功的機會。

目錄
第一部分:介紹
1. 行銷概念
2. 行銷服務
3. 行銷組合和產品/服務組合
4. 關係和忠誠度行銷
5. 行銷計劃

第二部分:戰略行銷和市場
6. 戰略行銷
7. 競爭和行銷環境
8. 理解個體客戶
9. 理解組織客戶
10. 理解旅遊市場

第三部分:功能策略
11. 廣告、商品銷售和公共關係
12. 個人銷售和促銷
13. 區分、細分和目標市場
14. 市場定位和品牌建立
15. 定價決策
16. 分銷渠道