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.
Features :
Provides readers with a systematic approach to marketing summarized in the PRICE model that can be applied in all sectors of hospitality and tourism Morrison's 8 Ps have gained universal acceptance by practitioners worldwide in tourism and hospitality, as a valid and practical extension of McCarthy's 4P marketing mix model Every chapter has a short sidebar feature discussing an application of technology related to the chapter content Interesting tidbits of information contained on ?Did You Know? features relates to marketing, and hospitality and travel customers Web site links to all the organizations discussed in the chapter, and to other useful web sites are located at the end of each chapter A systematic and practical approach to developing a marketing plan for a hospitality and tourism organization Global Perspective: The Bigger Picture feature provides case examples from hospitality and tourism organizations outside of the USA New material has been added on international cases and examples, and on interactive/Internet marketing
Chapter 1: Intro to MarketingChapter 2: Marketing Hospitality and Travel ServicesChapter 3: The Hospitality and Travel Marketing SystemChapter 4: Customer BehaviorChapter 5: analyzing Marketing OpportunitiesChapter 6: Marketing researchChapter 7: Marketing Strategy: Market Segmentation and TrendsChapter 8: Strategies, Positioning, and Marketing ObjectivesChapter 9: The Marketing Plan and the 8 P''sChapter 10: Product Development and PartnershipChapter 11: People: Services and Service QualityChapter 12: Packaging and ProgrammingChapter 13: The Distribution Mix and the Travel TradeChapter 14: Communications and th Promotional MixChapter 15: AdvertisingChapter 16: Sales Promotion and MerchandisingChapter 17: Personal Selling and Sales ManagementChapter 18: Public Relations and PublicityChapter 19: Pricing
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