Marketing for Hospitality and Tourism, 8/e (GE-Paperback)
暫譯: 酒店與旅遊行業的行銷，第8版 (GE-平裝本)

Philip Kotler , John T. Bowen , Seyhmus Baloglu

Marketing for Hospitality and Tourism, 8/e (GE-Paperback)
  • 出版商: Pearson FT Press
  • 出版日期: 2022-04-01
  • 售價: $1,380
  • 貴賓價: 9.8 折 $1,352
  • 語言: 英文
  • 頁數: 686
  • ISBN: 1292363517
  • ISBN-13: 9781292363516
  • 相關分類: 行銷/網路行銷 Marketing

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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.

商品描述(中文翻譯)

《餐飲與旅遊行銷》是一本以理論和研究為基礎的基本教科書，適用於餐飲銷售和行銷課程。這本教科書充滿了行業範例，探討了餐飲和旅遊行銷的各個領域，並將理論概念與現實世界的範例和案例結合起來。第八版持續追蹤行銷傳播和行銷內容創造的快速變化發展。

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

目錄大綱(中文翻譯)

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

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