Marketing for Hospitality and Tourism (8版)

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Marketing for Hospitality and Tourism (GE)作  /  譯    者 ：Philip Kotler,John T. Bowen,Seyhmus BalogluI S B N -  13 ：9781292363516I S B N -  10 ：1292363517類             別：餐旅行銷 版             次：8 版年             份：2021規             格：686 頁出     版     商：Pearson Education Marketing for Hospitality and Tourism, grounded in theory and research, is a fundamental textbook for courses in hospitality sales and marketing. Filled with industry examples, the textbook explores each area of marketing for hospitality and travel and marries theoretical concepts to real-world examples and cases. The eighth edition continues to track fast-changing developments in marketing communications and the creation of marketing content. 目錄 PART I: DEFINING HOSPITALITY AND TOURISM MARKETING AND THE MARKETING PROCESS Ch 1 Creating Customer Value and Engagement Through Marketing for Hospitality and Tourism Ch 2 Services Marketing Concepts Applied to Marketing for Hospitality and Tourism Ch 3 Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships PART II: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE Ch 4 Analyzing the Marketing Environment Ch 5 Managing Customer Information to Gain Customer Insights Ch 6 Consumer Markets and Consumer Buying Behavior Ch 7 Organizational Buyer Behavior Ch 8 Customer-Driven Marketing Strategy: Creating Value for Target Customers PART III: DESIGNING CUSTOMER VALUE-DRIVEN STRATEGY AND MIX Ch 9 Designing and Managing Products and Brands: Building Customer Value Ch10 Internal Marketing Ch11 Pricing: Understanding and Capturing Customer Value Ch12 Distribution Channels Delivering Customer Value Ch13 Engaging Customers and Communicating Customer Value and Advertising Ch14 Promoting Products: Public Relations and Sales Promotions Ch15 Professional Sales Ch16 Direct, Online, Social Media and Mobile Marketing PART IV MANAGING HOSPITALITY AND TOURISM MARKETING Ch17 Destination Marketing Ch18 Next Year's Marketing Plan

觀光英文(Tourism English)(第二版)(附英聽光碟) (2版)

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【簡介】 　　全書以「觀光者」的角度來撰寫，並包含領隊與導遊的相關內容，從訂班機、搭機、下飛機，進而至旅遊地後運用到的食衣住行相關議題皆收錄。藉由此書，學生將可完整學習整套觀光旅遊的對話內容及技巧。且依據臺灣學生的學習習慣，規劃全書架構，由淺入深、循序漸進。 本書特色 　　1.全書依照旅行流程排序，從訂班機、搭機、下飛機，以及到國外之後有關住宿、問路、用餐、購物，甚至銀行、郵局、生病等相關會話內容。 　　2.各主題的內容皆設計小活動，讓學生課中練習，擺脫傳統單純只以課文上課的模式。 　　3.對話內容皆為作者親身經歷，實用又有趣。 　　4.圖片精美，整體設計活潑，增加讀者閱讀上的興趣。 　　5.隨書附贈英聽光碟，提供讀者隨時練習的機會。 【目錄】 Unit 1 Air Travel Lesson A　Reserving a Flight Lesson B　Check in and Security Check Check Points Unit 2 In-Flight and Immigration Lesson A　On the Plane Lesson B　Immigration Check Points Unit 3 Asking and Giving Directions Lesson A　Asking Directions Lesson B　Giving Directions Check Points Unit 4 Transportation Lesson A　Taking a Bus & Taking a Train Lesson B　Taxi Ride & Renting a Car Check Points Unit 5 Hotel Lesson A　Reserving a Room Lesson B　Requesting and Complaining Check Points Unit 6 Restaurant Lesson A　Reserving a Table and Ordering Lesson B　Complaints Check Points Unit 7 Fast-food Restaurant & Bar Lesson A　Placing Orders at a Fast-food Restaurant Lesson B　At the Bar Check Points Unit 8 Sightseeing Lesson A　Tourist Information Lesson B　Tours Check Points Unit 9 Shopping Lesson A　Buying Clothing and Souvenirs Lesson B　Refunding and Bargaining Check Points Unit 10 Bank Lesson A　Cashing Traveler's Checks and Changing Currency Lesson B　Open a Bank Account Check Points Unit 11 Post Office & Making a Phone Call Lesson A　Post Office Lesson B　Making a Phone Call Check Points Unit 12 Illness & Pains Lesson A　Seeing a Doctor Lesson B　At the Pharmacy Check Points 看更多