Marketing for hospitality and tourism
著者
書誌事項
Marketing for hospitality and tourism
Pearson/Prentice Hall, c2006
4th ed., Pearson international ed
大学図書館所蔵 全18件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes bibliographical references and index
内容説明・目次
内容説明
For undergraduate/graduate-level courses in Hospitality and Tourism Marketing.
THE most widely used Hospitality marketing text-comprehensive and innovative, managerial and practical, state-of-the-art and real-world. Easy-to-read and user-friendly, it provides examples and applications that illustrate the major decisions hospitality marketing managers face in their efforts to balance objectives and resources against needs and opportunities in today's global marketplace. Real-world in focus, it reflects the authors' rich combination of both teaching and international consulting experience in the hospitality and travel industries. An abundance of real-world examples and cases and experiential and internet exercises give students extraordinary insight into marketing situations they will actually encounter on the job.
目次
(NOTE: *Chapters 16 and 17 were renumbered from the 3rd edition.)
I. UNDERSTANDING THE HOSPITALITY AND TOURISM MARKETING PROCESS.
1. Introduction: Marketing for Hospitality and Tourism.
2. Service Characteristics of Hospitality and Tourism Marketing.
3. The Role of Marketing in Strategic Planning.
II. DEVELOPING HOSPITALITY AND TOURISM MARKETINGOPPORTUNITIES AND STRATEGIES.
4. The Marketing Environment.
5. Marketing Information Systems and Marketing Research.
6. Consumer Markets and Consumer Buying Behavior.
7. Organizational Buyer Behavior and Group Markets.
8. Market Segmentation, Targeting, and Positioning.
III. DEVELOPING THE HOSPITALITY AND TOURISM MARKETING MIX.
9. Designing and Managing Products.
10. Internal Marketing.
11. Building Customer Loyalty through Quality.
12. Pricing Products: Pricing Considerations, Approaches and Strategy.
13. Distribution Channels.
14. Promoting Products: Communication and Promotion Policy and Advertising.
15. Promoting Products: Public Relations and Sales Promotion.
16. Professional Sales.*
IV. MANAGING HOSPITALITY AND TOURISM MARKETING.
17. Electronic Marketing: Internet Marketing, Database Marketing and Direct Marketing.*
18. Destination Marketing.
19. Next Year's Marketing Plan.
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