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MARKETING FOR HOSPITALITY AND TOURISM, 8/E
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저자 |
Philip T. Kotler / John T. Bowen / |
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출판사 |
Pearson Higher Education |
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출판년도 |
2021 / 686 pages |
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ISBN |
978-1-292-36351-6 |
판매가 |
53,000원
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| Table of Contents |
PART I : DEFINING HOSPITALITY AND TOURISM MARKETING AND THE MARKETING PROCESS
1. Creating Customer Value and Engagrment Through Marketing for Hostpitality and Tourism
2. Services Marketing Concepts Applied to Marketing for Hospitality and Tourism
3. Marketing Strategy : Partnering to Build Customer Engagement, Value, and Relationships
PART II : UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE
4. Analyzing the Marketing Environment
5. Managing Customer Information to Gain Customer Insights
6. Consumer Markets and Consumer Buying Behavior
7. Organizational Buyer Behavior
8. Customer-Driven Marketing Strategy : Creating Value for Target Customers
PART III : DESIGNING CUSTOMER VALUE-DRIVEN STRATEGY AND MIX
9. Designing and Managing Products and Brands : Building Customer Value
10. Internal Marketing
11. Pricing : Understanding and Capturing Customer Value
12. Distribution Channerls Delivering Customer Value
13. Ebgaging Customers and Communicating Customer Value and Advertising
14. Promoting Products : Public Relations and Sales Promotions
15. Professional Sales
16. Direct, Online, Spcial Media, and Mobile Marketing
PART IV : MANAGING HOSPITALITY AND TOURISM MARKETING
17. Destination Marketing
18. Next Year's Marketing Plan
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