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內容簡介: |
Thissixtheditionoffersamajorrevisionthatreflectscurrenttrends,includingtheincreasinguseofsocialmediainthehospitalityindustry.
NewToThisEdition:
1.NewcoverageofsocialmediashowshowtouseFacebookandTwittertoincreasecustomerloyalty,buildbrandawareness,andreducepromotionscosts.
2.Newstudentreviewprocessinvolvesenduserinthedevelopmentprocessandensureseachchapterisfilledwithexamplesthatarecurrent,relevant,clear.
3.Newcasesandexampleshighlightcompaniesthatstudentscanrelateto,suchasChipotleandStarbucks.
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關於作者: |
PhilipKotler
現職:NorthwesternUniversity
JohnT.Bowen
現職:UniversityofHouston
JamesMakens
現職:WakeForestUniversity
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目錄:
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Ch1Introduction:MarketingforHospitalityandTourism
Ch2ServiceCharacteristicsofhospitalityandTourismMarketing
Ch3TheMarketingEnvironment
Ch4TheRoleofMarketinginStrategicPlanning
Ch5MarketingInformationSystemsandMarketingResearch
Ch6ConsumermarketsandConsumerBuyingBehavior
Ch7OrganizationalBuyerBehaviorofGroupMarket
Ch8MarketSegmentation,Targeting,andPositioning
Ch9DesigningandManagingProducts
Ch10Internalmarketing
Ch11PricingProducts:PricingConsiderations,Approaches,andStrategy
Ch12DistributionChannels
Ch13PromotingProducts:CommunicationandPromotionPolicyandAdvertising
Ch14PromotingProducts:PublicRelationsandSalesPromotion
Ch15ProfessionalSales
Ch16DirectOnlineMarketing:BuildingCustomerRelationships
Ch17DestinationMarketing
Ch18NextYear"sMarketingPlan
AppendixA:TheFive-GapModelofServiceQuality
AppendixB:ForecastingMarketingDemand
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