Hospitality Sales and Marketing, Fourth Edition 4/e

定價：~~2300~~ 元

NT $ 2,185

作者：James R. Abbey
出版社：鼎茂
出版日期：2003-01-01
語言：英文
ISBN10：0866122532
ISBN13：9780866122535
裝訂：平裝 / 普通級 / 單色印刷 / 初版

內容簡介

　　In today's highly competitive hospitality market, it is essential to have an understanding of marketing and sales. This textbook goes beyond theory to focus on a practical approach for effectively marketing hotels and restaurants. Illustrations and exhibits include examples of forms, checklists, charts, and other items used by today's industry leaders. New to this edition are "Insider Insights" from sales and marketing professionals and "Marketing in Action" sidebars that show how concepts presented in the text are being applied in the industry today.

　　現今競爭激烈的餐旅市場中，對行銷業務的充足了解是相當必要的，本書對於有效率的旅館、餐館行銷，提供了相當實用的技巧，書中的內容與案例解析中包含業界管理人員常用的文件格式、查核單、圖表及其它項目，亦有業界的行銷企劃與銷售人員提供的專業見解，並在實務應用部分特別加註使讀者易於瞭解。

Part I Introduction 導論
1 Introduction to Hospitality Marketing and Sales 餐旅業行銷導論
2 The Marketing Plan: The Cornerstone of Sales 行銷計畫：銷售基礎
3 Managing the Marketing and Sales Office 銷售與營業處管理
4 Personal Sales 人員銷售
5 Telephone Sales 電話銷售
6 Internal Marketing and Sales 內部行銷活動
7 Advertising and Public Relations 廣告與公共關係

Part III Marketing 行銷活動
8 Marketing to Business Travelers 商務人士行銷
9 Marketing to Leisure Travelers 休閒旅客行銷
10 Marketing to Travel Agents 旅行社行銷
11 Marketing to Meeting Planners 會議籌劃人行銷
12 Marketing to Special Segments 特殊區隔行銷
13 Marketing Restaurants and Lounges 餐館與酒吧行銷
14 Marketing Catered Events and Meeting Rooms 宴會與會議廳出租行銷

Index 索引

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