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Marketing for Hospitality and Tourism, Global Edition

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Efnisyfirlit

  • Title Page
  • Copyright Page
  • Brief Contents
  • Contents
  • To the Student
  • Preface
  • About the Authors
  • Part I Understanding the Hospitality and Tourism Marketing Process
    • 1 Introduction: Marketing for Hospitality and Tourism
      • YOUR PASSPORT TO SUCCESS
      • CUSTOMER ORIENTATION
      • WHAT IS HOSPITALITY AND TOURISM MARKETING?
      • MARKETING IN THE HOSPITALITY INDUSTRY
        • Importance of Marketing
        • Tourism Marketing
        • Definition of Marketing
        • The Marketing Process
      • UNDERSTANDING THE MARKETPLACE AND CUSTOMER NEEDS
        • Customer Needs, Wants, and Demands
        • Market Offerings: Tangible Products, Services, and Experiences
        • Customer Value and Satisfaction
        • Exchanges and Relationships
        • Markets
      • DESIGNING CUSTOMER VALUE-DRIVEN MARKETING STRATEGY
        • Selecting Customers to Serve
      • MARKETING HIGHLIGHT: JET BLUE DELIGHTS ITS CUSTOMERS
        • Marketing Management Orientations
      • PREPARING AN INTEGRATED MARKETING PLAN
      • BUILDING CUSTOMER RELATIONSHIPS
        • Customer Relationship Management
        • Engaging Customers
        • Partner Relationship Management
      • CAPTURING VALUE FROM CUSTOMERS
        • Customer Loyalty and Retention
        • Growing Share of Customer
        • Building Customer Equity
        • What Is Customer Equity?
        • Building the Right Relationships with the Right Customers
      • THE CHANGING MARKETING LANDSCAPE
        • The Digital Age: Online, Mobile, and Social Media Marketing
        • The Changing Economic Environment
        • Rapid Globalization
        • Sustainable Marketing—The Call for More Environmental and Social Responsibility
        • Co-Creation
        • The Sharing Economy
      • MARKETING’S FUTURE
      • CHAPTER REVIEW
      • DISCUSSION QUESTIONS
      • EXPERIENTIAL EXERCISES
      • INTERNET EXERCISES
      • REFERENCES
    • 2 Service Characteristics of Hospitality and Tourism Marketing
      • THE SERVICE CULTURE
      • CHARACTERISTICS OF SERVICE MARKETING
        • Intangibility
        • Physical Evidence
        • Inseparability
        • Variability
        • Perishability
      • SERVICE MANAGEMENT CONCEPTS FOR THE HOSPITALITY INDUSTRY
        • The Service Profit Chain
        • Three Types of Marketing
      • MANAGEMENT STRATEGIES FOR SERVICE BUSINESSES
        • Managing Service Differentiation
        • Managing Service Quality
      • MARKETING HIGHLIGHT: JETBLUE, SOUTHWEST, AND CIRQUE DU SOLEIL PROVIDE THREE EXAMPLES OF SERVICE DIFF
        • Managing Service Productivity
        • Resolving Customer Complaints
      • MARKETING HIGHLIGHT: RECOMMENDATIONS FOR IMPROVING SERVICE QUALITY
        • Managing Employees as Part of the Product
        • Managing Perceived Risk
        • Managing Capacity and Demand
      • CHAPTER REVIEW
      • DISCUSSION QUESTIONS
      • EXPERIENTIAL EXERCISES
      • INTERNET EXERCISES
      • REFERENCES
    • 3 The Role of Marketing in Strategic Planning
      • NATURE OF HIGH-PERFORMANCE BUSINESS
        • Stakeholders
        • Processes
        • Resources
        • Organization
      • CORPORATE STRATEGIC PLANNING: DEFINING MARKETING’S ROLE
        • Defining the Corporate Mission
        • Setting Company Objectives and Goals
        • Designing the Business Portfolio
      • MARKETING HIGHLIGHT: STARBUCKS COFFEE: WHERE GROWTH IS REALLY PERKING
      • PLANNING MARKETING: PARTNERING TO BUILD CUSTOMER RELATIONSHIPS
        • Partnering with Other Company Departments
        • Partnering with Others in the Marketing System
      • MARKETING STRATEGY AND THE MARKETING MIX
        • Customer Value-Driven Marketing Strategy
        • Developing an Integrated Marketing Mix
      • MANAGING THE MARKETING EFFORT
        • Marketing Analysis
        • Goal Formulation
        • Marketing Planning
        • Implementation
        • Feedback and Control
      • MEASURING AND MANAGING RETURN ON MARKETING INVESTMENT
      • CHAPTER REVIEW
      • DISCUSSION QUESTIONS
      • EXPERIENTIAL EXERCISES
      • INTERNET EXERCISES
      • REFERENCES
  • Part II Developing Hospitality and Tourism Marketing Opportunities and Strategies
    • 4 The Marketing Environment
      • THE COMPANY’S MICROENVIRONMENT
        • The Company
        • Existing Competitors
        • Suppliers
        • Marketing Intermediaries
        • Customers
        • Publics
      • THE COMPANY’S MACROENVIRONMENT
        • Competitors
      • MARKETING HIGHLIGHT: Cape town tourism destination marketing—the use of social media
        • Demographic Environment
        • The Changing American Family
        • Economic Environment
        • Natural Environment
        • Technological Environment
        • Political Environment
        • Cultural Environment
      • LINKED ENVIRONMENTAL FACTORS
      • RESPONDING TO THE MARKETING ENVIRONMENT
        • Environmental Scanning
      • CHAPTER REVIEW
      • DISCUSSION QUESTIONS
      • EXPERIENTIAL EXERCISES
      • INTERNET EXERCISES
      • REFERENCES
    • 5 Managing Customer Information to Gain Customer Insights
      • MARKETING INFORMATION AND CUSTOMER INSIGHTS
        • Marketing Information and Today’s “Big Data”
        • Managing Marketing Information
      • THE MARKETING INFORMATION SYSTEM
        • Assessing Information Needs
        • Developing Marketing Information
      • MARKETING RESEARCH
        • Defining the Problem and Research Objectives
        • Developing the Research Plan
      • MARKETING HIGHLIGHT: ETHNOGRAPHIC RESEARCH: WATCHING WHAT CONSUMERS REALLY DO
      • MARKETING HIGHLIGHT: ZMET: GETTING INTO THE HEADS OF CONSUMERS
      • MARKETING HIGHLIGHT: PROS AND CONS OF ONLINE RESEARCH
      • MARKETING HIGHLIGHT: A “QUESTIONABLE” QUESTIONNAIRE
        • Implementing the Research Plan
        • Interpreting and Reporting the Findings
      • MARKETING HIGHLIGHT: RESEARCH PROBLEM AREAS
      • MARKETING HIGHLIGHT: HSMAI’S KNOWLEDGE CENTER: A GREAT SOURCE OF MARKETING INFORMATION
      • INTERNATIONAL MARKETING RESEARCH
      • MARKETING RESEARCH IN SMALLER ORGANIZATIONS
      • CHAPTER REVIEW
      • DISCUSSION QUESTIONS
      • EXPERIENTIAL EXERCISES
      • INTERNET EXERCISES
      • REFERENCES
    • 6 Consumer Markets and Consumer Buying Behavior
      • A MODEL OF CONSUMER BEHAVIOR
      • PERSONAL CHARACTERISTICS AFFECTING CONSUMER BEHAVIOR
        • Cultural Factors
        • Social Factors
        • Personal Factors
        • Psychological Factors
      • MARKETING HIGHLIGHT: SENSORY MARKETING—A POWERFUL TOOL FOR HOSPITALITY BUSINESSES
      • THE BUYER DECISION PROCESS
        • Need Recognition
        • Information Search
        • Evaluation of Alternatives
        • Purchase Decision
        • Postpurchase Behavior
      • MARKETING HIGHLIGHT: UNIQUE ASPECTS OF HOSPITALITY AND TRAVEL CONSUMERS
      • CHAPTER REVIEW
      • DISCUSSION QUESTIONS
      • EXPERIENTIAL EXERCISE
      • INTERNET EXERCISES
      • REFERENCES
    • 7 Organizational Buyer Behavior
      • THE ORGANIZATIONAL BUYING PROCESS
        • Market Structure and Demand
        • Types of Decisions and the Decision Process
      • PARTICIPANTS IN THE ORGANIZATIONAL BUYING PROCESS
        • Special Importance of International Companies
      • MAJOR INFLUENCES ON ORGANIZATIONAL BUYERS
        • Environmental Factors
        • Organizational Factors
        • Interpersonal Factors
        • Individual Factors
      • ORGANIZATIONAL BUYING DECISIONS
        • 1. Problem Recognition
        • 2. General Need Description
        • 3. Product Specification
        • 4. Supplier Search
        • 5. Proposal Solicitations
        • 6. Supplier Selection
        • 7. Order-Routine Specification
        • 8. Performance Review
      • GROUP MARKETS
        • Conventions
        • Convention Bureaus
      • ASSOCIATION MEETINGS
        • Corporate Meetings
        • Retreats
        • Small Groups
        • Incentive Travel
        • SMERFs
      • MARKETING HIGHLIGHT: GREEN MEETINGS—green meetings in asia’s greenest city
        • Segmentation of Group Markets by Purpose of the Meeting
        • Restaurants as a Meeting Venue
      • DEALING WITH MEETING PLANNERS
        • Career Opportunities
      • THE CORPORATE ACCOUNT AND CORPORATE TRAVEL MANAGER
        • Wedding Planners
        • Other Planners
      • CHAPTER REVIEW
      • DISCUSSION QUESTIONS
      • EXPERIENTIAL EXERCISE
      • INTERNET EXERCISE
      • REFERENCES
    • 8 Customer-Driven Marketing Strategy: Creating Value for Target Customers
      • MARKETS
      • MARKET SEGMENTATION
        • Geographic Segmentation
        • Demographic Segmentation
      • MARKETING HIGHLIGHT: TARGETING FAMILIES BY TARGETING KIDS
        • Income Segmentation
        • Psychographic Segmentation
      • MARKETING HIGHLIGHT: W HOTELS: A LIFESTYLE HOTEL
        • Behavioral Segmentation
      • MARKETING HIGHLIGHT: THE VFR TRAVELER SEGMENT
        • Using Multiple Segmentation Bases
        • Requirements for Effective Segmentation
      • MARKET TARGETING
        • Evaluating Market Segments
        • Selecting Market Segments
        • Choosing a Market-Coverage Strategy
      • MARKET POSITIONING
        • Positioning Strategies
        • Choosing and Implementing a Positioning Strategy
        • Differentiating Competitive Advantages
        • Choosing the Right Competitive Advantages
        • Selecting an Overall Positioning Strategy
        • Communicating and Delivering the Chosen Position
        • Positioning Measurement: Perceptual Mapping
      • CHAPTER REVIEW
      • DISCUSSION QUESTIONS
      • EXPERIENTIAL EXERCISE
      • INTERNET EXERCISE
      • REFERENCES
  • Part III Developing the Hospitality and Tourism Marketing Value-Driven Strategy and Mix
    • 9 Designing and Managing Products and Brands: Building Customer Value
      • WHAT IS A PRODUCT?
      • PRODUCT LEVELS
        • Core Products
        • Facilitating Products
        • Supporting Products
        • Augmented Product
      • BRANDING STRATEGY
        • Building Strong Brands
        • Brand Equity
        • Brand Positioning
        • Brand Name Selection
        • Leveraging Brands
        • Brand Portfolios
      • MARKETING HIGHLIGHT: tourism new zealand’s china toolkit: helping businesses to serve an emerging
        • Managing Brands
      • THE NEW-PRODUCT DEVELOPMENT
        • Idea Generation
        • Idea Screening
        • Concept Development and Testing
        • Marketing Strategy
        • Business Analysis
        • Product Development
        • Test Marketing
        • Commercialization
      • PRODUCT DEVELOPMENT THROUGH ACQUISITION
      • PRODUCT LIFE-CYCLE STRATEGIES
        • Introduction Stage
        • Growth Stage
        • Maturity Stage
        • Decline Stage
        • Product Deletion
      • INTERNATIONAL PRODUCT AND SERVICE MARKETING
      • CHAPTER REVIEW
      • DISCUSSION QUESTIONS
      • EXPERIENTIAL EXERCISES
      • INTERNET EXERCISE
      • REFERENCES
    • 10 Internal Marketing
      • INTERNAL MARKETING
        • Post Face-to-Face Guest Relations
      • MARKETING HIGHLIGHT: PINEHURST RESORT & COUNTRY CLUB “DO WHAT’S RIGHT”
      • THE INTERNAL MARKETING PROCESS
        • Establishment of a Service Culture
        • Weak Service Culture Compared to a Strong Service Culture
        • Development of a Marketing Approach to Human Resources Management
        • Dissemination of Marketing Information to Employees
      • MARKETING HIGHLIGHT: INTERNAL MARKETING IN ACTION: LEWIS HOTELS
        • Employee Involvement in Uniform Selection
      • CHAPTER REVIEW
      • DISCUSSION QUESTIONS
      • EXPERIENTIAL EXERCISES
      • INTERNET EXERCISE
      • REFERENCES
    • 11 Pricing: Understanding and Capturing Customer Value
      • PRICE
      • FACTORS TO CONSIDER WHEN SETTING PRICES
        • Internal Factors Affecting Pricing Decisions
        • External Factors Affecting Pricing Decisions
        • Competitors’ Prices and Offers
      • GENERAL PRICING APPROACHES
        • Cost-Based Pricing
        • Break-Even Analysis and Target Profit Pricing
        • Value-Based Pricing
        • Competition-Based Pricing
      • PRICING STRATEGIES
        • New-Product Pricing Strategies
        • Existing-Product Pricing Strategies
      • REVENUE MANAGEMENT
      • MARKETING HIGHLIGHT: SEGMENTED PRICING: THE RIGHT PRODUCT TO THE RIGHT CUSTOMER AT THE RIGHT TIME FO
        • Dynamic Pricing
        • BAR Pricing
        • Rate Parity
        • Nonuse of Revenue Management
        • Overbooking
      • PSYCHOLOGICAL PRICING
        • Price Endings
        • Promotional Pricing
        • Value Pricing—Low Price Approach
      • MARKETING HIGHLIGHT: RYANAIR USES VALUE PRICING TO ATTRACT CUSTOMERS AND GAINS REVENUE FROM EXTRA SA
      • PRICE CHANGES
        • Initiating Price Changes
        • Responding to Price Changes
      • CHAPTER REVIEW
      • DISCUSSION QUESTIONS
      • EXPERIENTIAL EXERCISE
      • INTERNET EXERCISE
      • REFERENCES
    • 12 Distribution Channels Delivering Customer Value
      • SUPPLY CHAINS AND THE VALUE DELIVERY NETWORK
      • NATURE AND IMPORTANCE OF DISTRIBUTION SYSTEMS
      • NATURE OF DISTRIBUTION CHANNELS
        • Why Are Marketing Intermediaries Used?
        • Distribution Channel Functions
        • Number of Channel Levels
      • HOSPITALITY DISTRIBUTION CHANNELS
        • Major Hospitality Distribution Channels
        • Direct Booking
        • Online Travel Agency
        • Global Distribution Systems
        • Travel Agents
        • Travel Wholesalers and Tour Operators
        • Specialists: Tour Brokers, Motivational Houses, and Junket Reps
        • Hotel Representatives
        • National, State, and Local Tourist Agencies
        • Consortia and Reservation Systems
        • Distribution Systems in the Sharing Economy
        • Restaurant Distribution Channels
      • CHANNEL BEHAVIOR AND THE ORGANIZATION
        • Channel Behavior
      • SELECTING CHANNEL MEMBERS
        • Customer Needs
      • MARKETING HIGHLIGHT: RESTAURANT FRANCHISING
        • Attracting Channel Members
        • Evaluating Major Channel Alternatives
      • RESPONSIBILITIES OF CHANNEL MEMBERS AND SUPPLIERS
      • BUSINESS LOCATION
      • CHAPTER REVIEW
      • DISCUSSION QUESTIONS
      • EXPERIENTIAL EXERCISES
      • INTERNET EXERCISES
      • REFERENCES
    • 13 Engaging Customers and Communicating Customer Value and Advertising
      • THE PROMOTION MIX
      • INTEGRATED MARKETING COMMUNICATIONS
        • The New Marketing Communications Model
        • The Need for Integrated Marketing Communications
        • A View of the Communication Process
      • STEPS IN DEVELOPING EFFECTIVE COMMUNICATIONS
        • Identifying the Target Audience
        • Determining the Communication Objective
        • Designing the Message
        • Selecting Communication Channels
      • MARKETING HIGHLIGHT: THANK YOU—A GREAT PERSONAL COMMUNICATION
        • Selecting the Message Source
        • Collecting Feedback
      • SETTING THE TOTAL PROMOTION BUDGET AND MIX
        • Setting the Total Promotional Budget
      • SHAPING THE OVERALL PROMOTION MIX
        • The Nature of Each Promotion Tool
        • Promotion Mix Strategies
      • ADVERTISING
      • MAJOR DECISIONS IN ADVERTISING
        • Setting the Objectives
        • Setting the Advertising Budget
        • Developing Advertising Strategy
        • Creating the Advertising Message
        • Selecting Advertising Media
        • Evaluating Advertising Effectiveness and the Return on Advertising Investment
      • CHAPTER REVIEW
      • DISCUSSION QUESTIONS
      • EXPERIENTIAL EXERCISES
      • INTERNET EXERCISE
      • REFERENCES
    • 14 Promoting Products: Public Relations and Sales Promotions
      • PUBLIC RELATIONS
        • Social Media
      • MAJOR ACTIVITIES OF PR DEPARTMENTS
        • Press Relations
        • Product Publicity
        • New Products
        • Corporate Communication
        • Lobbying
        • Counseling
      • MARKETING HIGHLIGHT: EXTREME SPORTS BRING PUBLICITY AND TOURISTS
      • PUBLICITY
      • THE PUBLIC RELATIONS PROCESS
        • Research
        • Establishing Marketing Objectives
        • Specific Objectives Should Be Set for Every PR Campaign
        • Defining the Target Audience
        • Choosing the PR Message and Vehicles
        • Public Services Activities
        • Implementing the Marketing PR Plan
        • Evaluating PR Results
        • Overwhelming Negative Publicity
      • PR OPPORTUNITIES FOR THE HOSPITALITY INDUSTRY
        • Individual Properties
        • Build PR Around the Owner/Operator
        • Build PR Around a Product or Service
        • Crisis Management
      • MARKETING HIGHLIGHT: CHESHIRE’S BEST KEPT STATIONS, CHESHIRE, UNITED KINGDOM
      • SALES PROMOTION
        • Setting Sales Promotion Objectives
        • Consumer Promotion Tools
        • Finding Creative Ideas
        • Developing the Sales Promotion Program
        • Pretesting and Implementing the Plan
        • Evaluating the Results
      • LOCAL AREA MARKETING (NEIGHBORHOOD MARKETING)
      • CHAPTER REVIEW
      • DISCUSSION QUESTIONS
      • EXPERIENTIAL EXERCISE
      • INTERNET EXERCISE
      • REFERENCES
    • 15 Professional Sales
      • RESULTS
      • MANAGEMENT OF PROFESSIONAL SALES
      • NATURE OF HOSPITALITY SALES
        • Competitive Analysis and Competitive Sets
      • SALES FORCE OBJECTIVES
        • Sales Volume
        • Upselling and Second-Chance Selling
        • Market Share or Market Penetration
        • Product-Specific Objectives
      • SALES FORCE STRUCTURE AND SIZE
        • Territorial-Structured Sales Force
        • Market-Segment-Structured Sales Force
        • Market-Channel-Structured Sales Force
        • Customer-Structured Sales Force
        • Combination-Structured Sales Force
        • Sales Force Size
      • ORGANIZING THE SALES DEPARTMENT
        • Inside Sales Force
        • Field Sales Force
        • Team Sales
      • RELATIONSHIP MARKETING AND STRATEGIC ALLIANCES
      • RECRUITING AND TRAINING A PROFESSIONAL SALES FORCE
        • Importance of Careful Selection
        • Establishing a Profile of Desired Characteristics Matching the Corporate Culture
        • Matching Career Acquisitions with Corporate Objectives
        • Sales Force Training
      • MANAGING THE SALES FORCE
        • Selecting Sales Strategies
        • Sales Force Tactics: Principles of Personal Selling
        • Motivating a Professional Sales Force
        • Evaluation and Control of a Professional Sales Force
        • Peer-to-Peer Sales
        • Networking
      • SOCIAL SELLING: ONLINE, MOBILE, AND SOCIAL MEDIA TOOLS
      • CHAPTER REVIEW
      • DISCUSSION QUESTIONS
      • EXPERIENTIAL EXERCISES
      • INTERNET EXERCISE
      • REFERENCES
    • 16 Direct, Online, Social Media, and Mobile Marketing
      • DIRECT AND DIGITAL MARKETING
        • The New Direct-Marketing Model
        • Rapid Growth of Direct and Digital Marketing
        • Benefits of Direct and Digital Marketing to Buyers and Sellers
      • FORMS OF DIRECT AND DIGITAL MARKETING
      • DIGITAL AND SOCIAL MEDIA MARKETING
        • Marketing, the Internet, and the Digital Age
        • Online Marketing
        • Social Media Marketing
      • MARKETING HIGHLIGHT: HOW HOSPITALITY COMPANIES USE SOCIAL MEDIA
      • CUSTOMER DATABASES AND TRADITIONAL DIRECT MARKETING
        • Database Uses
      • RELATIONSHIP MARKETING AND LOYALTY PROGRAMS
        • Benefits of Customer Relationship Management
        • Loyalty Programs
      • TRADITIONAL FORMS OF DIRECT MARKETING
        • Direct-Mail Marketing
        • Telephone Marketing
        • Kiosk Marketing
        • Interactive TV
      • ONLINE PRIVACY AND SECURITY
      • CHAPTER REVIEW
      • DISCUSSION QUESTIONS
      • EXPERIENTIAL EXERCISE
      • INTERNET EXERCISE
      • REFERENCES
  • Part IV Managing Hospitality and Tourism Marketing
    • 17 Destination Marketing
      • THE GLOBALIZATION OF THE TOURIST INDUSTRY
      • MARKETING TOURISM DESTINATIONS
        • The Tourism Destination
        • Destination Marketing System
        • Destination Competitiveness
        • Sustainable Tourism
      • TOURISM DEVELOPMENT AND INVESTMENTS
      • MARKETING HIGHLIGHT: CUBA TOURISM DEVELOPMENT: A TIME TRAVEL
        • Tourism Events and Attractions
        • Attractions
      • SEGMENTING AND MONITORING THE TOURIST MARKET
        • Agritourism
        • Space Tourism
        • Multiday Hiking and Religious Pilgrimages
        • Medical Tourism
        • Genealogical Tourism
        • Identifying Target Markets
        • Classification of Visitor Segments
        • Monitoring the Tourist Markets
      • COMMUNICATING WITH THE TOURIST MARKET
        • Competition for Visitors Involves Image Making
        • Branding Destinations
        • Destination Tourism Slogans
        • Effectiveness of Advertising/Promotion
        • Developing Packages of Attractions and Amenities
        • Creating and Managing Visitor Experiences
      • ORGANIZING AND MANAGING TOURISM MARKETING
        • National Tourism Organizations
        • Regional Tourist Organizations: State Associations and Convention and Tourist Bureaus
      • CHAPTER REVIEW
      • DISCUSSION QUESTIONS
      • EXPERIENTIAL EXERCISE
      • INTERNET EXERCISE
      • REFERENCES
    • 18 Next Year’s Marketing Plan
      • PURPOSE OF A MARKETING PLAN
      • SECTION I: EXECUTIVE SUMMARY
      • SECTION II: CORPORATE CONNECTION
        • Relationship to Other Plans
        • Marketing-Related Plans
        • Corporate Direction
      • SECTION III: ENVIRONMENTAL ANALYSIS AND FORECASTING
        • Positioning Statement
        • Major Environmental Factors
        • Economic Drivers of Growth
        • Competitive Analysis
        • Market Trends
        • Market Potential
        • Marketing Research
      • MARKETING HIGHLIGHT: THE INDIGO PEARL RESORT: FACEBOOK STRATEGY AND PLANNING THE INDIGO PEARL
      • SECTION IV: SEGMENTATION AND TARGETING
        • Segmentation Analysis
        • Market-Segment-Profitability Analysis (MSPA)
        • Targeting
        • Global Market Strategy—Australia
      • SECTION V: NEXT YEAR’S OBJECTIVES AND QUOTAS
        • Objectives
        • Rating System Objectives
        • Quotas
        • Communicating the Plan
        • Top Management
        • Board of Directors or Group of Investors
        • Subordinates
        • Vendors
        • Other Departments
      • SECTION VI: ACTION PLANS: STRATEGIES AND TACTICS
        • Nonqualified Audience: Cluster Marketing
        • Sales Strategies
        • Distribution Strategies
        • Advertising and Promotion Strategies
        • Pricing Strategies
        • Product Strategies
        • Lost or Decline of Iconic Restaurant Brands
      • SECTION VII: RESOURCES NEEDED TO SUPPORT STRATEGIES AND MEET OBJECTIVES
        • Personnel
        • Other Monetary Support
        • Research, Consulting, and Training
        • Miscellaneous Costs
        • Budgets
      • SECTION VIII: MARKETING CONTROL
        • Sales Objectives
        • Sales Forecast and Quotas
        • Expenditures Against Budget
        • Periodic Evaluation of All Marketing Objectives
        • Marketing Activity Timetable
        • Readjustments to Marketing Plan
      • SECTION IX: PRESENTING AND SELLING THE PLAN
      • SECTION X: PREPARING FOR THE FUTURE
        • Data Collection and Analysis
        • Marketing Planning as a Tool for Growth
      • CHAPTER REVIEW
      • DISCUSSION QUESTIONS
      • EXPERIENTIAL EXERCISE
      • INTERNET EXERCISES
      • REFERENCES
  • Appendix A: The Five-Gap Model of Service Quality
  • Appendix B: Forecasting Market Demand
  • Case Studies
  • Glossary
  • Index

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Vörumerki: Pearson
Vörunúmer: 9781292156163
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Marketing for Hospitality and Tourism, Global Edition

Vörumerki: Pearson
Vörunúmer: 9781292156163
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