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