Hospitality and travel marketing
著者
書誌事項
Hospitality and travel marketing
Routledge, 2023
5th ed
- : pbk
大学図書館所蔵 全3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 indexes
内容説明・目次
内容説明
There is a need for a new edition that builds on its strong reputation and updated to reflect the major changes in the marketing environment over the past 10 years especially around social responsibility and technology including social media, online purchasing and booking platforms. The proposed changes are appropriate and will keep the material relevant as the tourism and hospitality recover from the impacts of the recent pandemic. It also give the book a competitive advantage over others.
* The book is extremely credible and written by an extremely experienced author.
* The range of features that aid understanding and help teach the subject area. The new mini e-marketing cases were seen as a particular strength
* Excellent balance of theory and industry examples. Some of the other books available lack relevancy.
* The examples and case studies are international and showcase a wide range of issues.
* Writing is extremely accessible and appropriate for students approaching this subject for the first time
目次
Part I: Introduction to marketing. 1. Marketing in the contemporary world 2. The hospitality and travel marketing system 3. Societal marketing, social responsibility and social Part II: Planning: Research and analysis. Where are we now? 4. Customer behaviour 5. Market and marketing research 6. Analyzing marketing opportunities Part III: Planning: Marketing strategy and planning. Where would we like to be? 7. Marketing strategy: Market segmentation and trends 8. Marketing strategy: Positioning, image, branding, and alternative strategies 9. The marketing plan and the 8 Ps Part IV: Implementing the marketing plan. How do we get there? 10. Product development and partnerships 11. People: Services and service quality 12. Packaging and programming 13. Place: Online and offline distribution 14. Promotion: Integrated marketing communications 15. Promotion: Information communication technologies and e-marketing 16. Promotion: Marketing on social media platforms 17. Promotion: eCRM and co-creation in marketing 18. Promotion: Advertising, sales promotion and merchandising, personal selling, and public relations 19. Pricing, value, and yield Part V:Controlling and evaluating the plan. How do we make sure we get there? How do we know if we got there? 20. Marketing performance measurement
「Nielsen BookData」 より