Hospitality and Travel Marketing, 4/e

定價：~~1990~~ 元

NT $ 1,891

作者：Alastair M. Morrison
出版社：桂魯
出版日期：2009-01-01
語言：英文
ISBN10：1435486862
ISBN13：9781435486867
裝訂：平裝 / 普通級 / 單色印刷 / 初版

內容簡介

　　Global orientation, and whole-industry coverage of hospitality and tourism set this book apart. This systematic approach to hospitality and travel marketing is written in a user-friendly style. Readers will benefit from the practical nature, and excellent use of relevant and up-to-date cases. Global experience in the industry is emphasized through content on destination marketing and others parts of tourism, along with case examples from around the world. The content draws upon the authors’ experience in the hospitality and travel marketing industry, as well as teaching experience from around the globe including the USA, Canada, Europe, Asia, and Australia. Hospitality and Travel Marketing reflects all of the latest trends in the field, including Internet marketing and e-commerce, loyalty marketing, brand extension marketing, and destination branding.

Chapter 1: Intro to Marketing
Chapter 2: Marketing Hospitality and Travel Services
Chapter 3: The Hospitality and Travel Marketing System
Chapter 4: Customer Behavior
Chapter 5: analyzing Marketing Opportunities
Chapter 6: Marketing research
Chapter 7: Marketing Strategy: Market Segmentation and Trends
Chapter 8: Strategies, Positioning, and Marketing Objectives
Chapter 9: The Marketing Plan and the 8 P''s
Chapter 10: Product Development and Partnership
Chapter 11: People: Services and Service Quality
Chapter 12: Packaging and Programming
Chapter 13: The Distribution Mix and the Travel Trade
Chapter 14: Communications and th Promotional Mix
Chapter 15: Advertising
Chapter 16: Sales Promotion and Merchandising
Chapter 17: Personal Selling and Sales Management
Chapter 18: Public Relations and Publicity
Chapter 19: Pricing

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