In today’s highly competitive hospitality market, it is essential to have an understanding of marketing and sales. This textbook goes beyond theory to focus on a practical approach for effectively marketing hotels and restaurants. Illustrations and exhibits include examples of forms, checklists, charts, and other items used by today’s industry leaders. New to this edition are ”Insider Insights” from sales and marketing professionals and ”Marketing in Action” sidebars that show how concepts presented in the text are being applied in the industry today.
Part I Introduction 導論
1 Introduction to Hospitality Marketing and Sales 餐旅業行銷導論
2 The Marketing Plan: The Cornerstone of Sales 行銷計畫：銷售基礎
3 Managing the Marketing and Sales Office 銷售與營業處管理
4 Personal Sales 人員銷售
5 Telephone Sales 電話銷售
6 Internal Marketing and Sales 內部行銷活動
7 Advertising and Public Relations 廣告與公共關係
Part III Marketing 行銷活動
8 Marketing to Business Travelers 商務人士行銷
9 Marketing to Leisure Travelers 休閒旅客行銷
10 Marketing to Travel Agents 旅行社行銷
11 Marketing to Meeting Planners 會議籌劃人行銷
12 Marketing to Special Segments 特殊區隔行銷
13 Marketing Restaurants and Lounges 餐館與酒吧行銷
14 Marketing Catered Events and Meeting Rooms 宴會與會議廳出租行銷
