Marketing for hospitality and tourism
著者
書誌事項
Marketing for hospitality and tourism
Pearson, c2010
5th ed., international ed
- : pbk
大学図書館所蔵 全14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
THE most widely used Hospitality marketing book-this four-color leader is comprehensive and innovative, managerial and practical, state-of-the-art and real-world. Building on the authors' expertise, it uses an integrative approach to discuss the major marketing decisions hospitality marketing managers face in today's global marketplace. Video cases, chapter examples and marketing highlights showcase real people and companies and demonstrate how marketing impacts every member of the hospitality team. Experiential exercises and new material on social networking, database marketing and revenue management help solidify the book's position as the definitive source for information on hospitality marketing.
目次
Table of Contents
PART 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
PART II: DEVELOPING HOSPITALITY AND TOURISM MARKETING OPPORTUNITIES AND STRATEGIES
4. The Marketing Environment
5. Marketing Information Systems and Marketing Research
6. Consumer Markets and Consumer Buying Behavior
7. Organizational Buyer Behavior of Group Market
8. Market Segmentation, Targeting, and Positioning
PART III: DEVELOPING THE HOSPITALITY AND TOURISM MARKETING MIX
9. Designing and Managing Products
10. Internet Marketing
11. Pricing Products: Pricing Considerations, Approaches, and Strategy
12. Distribution Channels
13. Promoting Products: Communication and Promotion Policy and Advertising
14. Promoting Products: Public Relations and Sales Promotion
15. Professional Sales
PART IV: MANAGING HOSPITALITY AND TOURISM MARKETING
16. Electronic Marketing: Internet Marketing, Database Marketing, and Direct Marketing
17. Destination Marketing
18. Next Year's Marketing Plan
CASE STUDIES
GLOSSARY
INDEX
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