This new textbook focuses on the strategic dimensions of contemporary hospitality and tourism marketing management. Systems thinking is applied throughout. Concrete examples of hospitality and tourism marketing illustrate the practical applications of theoretical marketing concepts. The book also features guidelines for developing effective hospitality and tourism marketing strategies and programs.
Part Ⅰ Marketing’s Role in Hospitality and Tourism 行銷在觀光餐旅業中的角色
1 Marketing in Hospitality and Tourism 觀光餐旅業行銷
2 Implementing the Marketing Approach行銷策略運用
3 Hospitality and Tourism Service Systems 觀光餐旅服務系統
Part Ⅱ Understanding Hospitality and Tourism Marketing 瞭解觀光餐旅行銷
4 Individual Guest Behavior 單一客戶行為
5 Corporate Buyer Behavior 企業客戶行為
6 Information Systems and Marketing Research 資訊系統與市場研究
Part Ⅲ Strategic Hospitality and Tourism Activities 觀光餐旅業策略性活動
7 Marketing Planning 行銷計畫
8 Segmentation, Targeting, and Positioning 市場區隔、目標市場與市場定位
9 Ethics, Law, and Government 倫理、法律與公司治理
10 Entrepreneurship, Creativity, and Innovation 企業家精神、創造力與不斷創新
Part Ⅳ Developing the Hospitality and Tourism Marketing Mix 建立觀光餐旅業行銷組合
11 The Hospitality and Tourism Product Offer 提供觀光餐旅業產品
12 Hospitality and Tourism Pricing Strategies and Tactics 觀光餐旅訂價戰略與策略
13 Distribution Systems and Networks 通路系統與網絡
14 Communications Mix and Advertising 溝通組合與廣告
15 Personal Selling 人員銷售
16 Public Relations and Publicity 公共關係與宣傳推廣
17 Sales Promotions and Merchandising 銷售與促銷
Part Ⅴ Perspectives of The Future 未來展望
18 Hospitality and Tourism Marketing: A Look Ahead 觀光餐旅業行銷：前景
Index 索引
