The seventh edition of this respected textbook has been revised and expanded to provide the latest in group meetings trends and practices, including the increasing use of computer technology to organize sales offices, build customer relationships, and more effectively communicate details for meetings and events. Throughout the text, successful convention properties share their marketing strategies and examples of promotional materials. Students receive a comprehensive look at conventions and meetings marketing and learn how to successfully sell to groups and how to service their business after the sale.
Part I Convention Sales 會議服務行銷
1 Introduction to the Convention, Meetings and Trade Show Industry . 會議服務與展覽業
2 Developing a Marketing Plan 擬定行銷計畫
3 Organizing for Convention Sales 會議行銷組織
4 Selling the Association Market 公會行銷
5 Selling the Corporate Meetings Market 企業會議行銷
6 Selling Other Markets 其他市場行銷
7 Selling to the Meetings Market 會議服務行銷
8 Advertising to the Meeting Planner 廣告對象：會議籌劃人
9 Negotiations and Contracts 談判與簽訂合約
Part II Convention Services 會議服務
10 The Service Function 會議服務功能
11 Guestrooms 飯店客房介紹
12 Preparing for the Event 活動預備工作
13 Function Rooms and Meeting Setups 多功能廳與會議準備
14 Food and Beverage Service 餐飲服務提供
15 Audiovisual Requirements 視聽服務提供
16 Admission Systems and Other Services 入場方式及其他服務
17 Exhibits and Trade Shows 商業展覽與博覽會
18 Convention Billing and Post-convention Review 付款方式及會後檢討
