Marketing in the Hospitality Industry, Fourth Edition 4/e

定價：~~2300~~ 元

NT $ 2,185

作者：Ronald A. Nykiel
出版社：鼎茂
出版日期：2003-01-01
語言：英文
ISBN10：0866122540
ISBN13：9780866122542
裝訂：平裝 / 普通級 / 單色印刷 / 初版

內容簡介

　　Give your students a real-world perspective on the world of hospitality marketing with this introductory text that includes tips, checklists, industry forms, "do's and don's," and useful ideas for increasing sales and making marketing more effective. This revision includes FOUR new chapters on customer service, electronic marketing, marketing budgets, and marketing and the law. New exhibits and additional case examples of successful hospitality marketing practices update this book and increase its relevance for today's students.

　　本書使學生從實務的角度瞭解餐旅業行銷，其中包括常見的行銷秘訣與規則、查核清單與商業表格、能有效落實行銷策略及提升銷售額的實用技巧。修訂版中新增了四篇重要章節，分別是顧客服務、電子行銷、行銷預算及相關法規，並新增餐旅行銷案例研究，增進學生對實務的瞭解。

1 Understanding the Hospitality Industry 認識餐旅服務業
2 Market Segmentation and the Hospitality Industry 市場區隔與餐旅服務業
3 Positioning in Line with Consumer Preferences 根據消費者偏好進行定位
4 The Channels of Distribution 餐旅業行銷通路
5 Marketing in Perspective 綜觀餐旅業行銷
6 Applying Key Marketing Methodologies: Marketing Reserch 主要行銷方法運用：行銷研究調查
7 Applying Key Marketing Methodologies: Sales主要行銷方法運用：業務銷售
8 Applying Key Marketing Methodologies: Customer Service 主要行銷方法運用：顧客服務
9 Applying Key Marketing Methodologies: Advertising 主要行銷方法運用：廣告
10 Applying Key Marketing Methodologies: Public Relations 主要行銷方法運用：公共關係
11 Applying Key Marketing Methodologies: Promotions 主要行銷方法運用：促銷
12 Applying Key Marketing Methodologies: Data Base Marketing 主要行銷方法運用：資料庫行銷
13 Applying Key Marketing Methodologies: Electronic Marketing 主要行銷方法運用：電子化行銷
14 Applying Key Marketing Methodologies: Packaging主要行銷方法運用：套裝產品
15 Applying Key Marketing Methodologies: Collateral Materials and Promotional Support 主要行銷方法運用：文宣品與推廣
16 Applying Key Marketing Methodologies: Understanding Rates and Fares主要行銷方法運用：瞭解房價與交通費用
17 Applying Key Marketing Methodologies: Pricing Strategies 主要行銷方法運用：訂價策略概要
18 Applying Key Marketing Methodologies: Revenue Maximization主要行銷方法運用：收益最大化
19 Practical Steps to Maximize Marketing 極大化行銷的實用步驟
20 The Marketing Budget 行銷預算
21 The Total Hotel/Unit Marketing Plan 旅館整體/營業單位的行銷計畫
22 The Total Corporate/Multi?Unit Marketing Plan 集團/多單位公司的行銷計畫
23 Marketing and the Law 行銷與法律
24 Marketing Operations, and Research 行銷實務操作與調查研究
25 Travel Purchasing Systems: Automation and Beyond 旅遊購買系統的自動化與前景
26 The New Paradigm 新世紀的公司策略

Bibliography 參考書目
Index 索引

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