考試用書零貳

Marketing in the Hospitality Industry, Fourth Edition 4/e福利品出清

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　　Give your students a real-world perspective on the world of hospitality marketing with this introductory text that includes tips, checklists, industry forms, "do's and don's," and useful ideas for increasing sales and making marketing more effective. This revision includes FOUR new chapters on customer service, electronic marketing, marketing budgets, and marketing and the law. New exhibits and additional case examples of successful hospitality marketing practices update this book and increase its relevance for today's students.

　　本書使學生從實務的角度瞭解餐旅業行銷，其中包括常見的行銷秘訣與規則、查核清單與商業表格、能有效落實行銷策略及提升銷售額的實用技巧。修訂版中新增了四篇重要章節，分別是顧客服務、電子行銷、行銷預算及相關法規，並新增餐旅行銷案例研究，增進學生對實務的瞭解。