旅游市场营销（第四版）
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作者： （美）科特勒（Kotler，P.），（美）保文（Bowen，J.T.），（美）迈肯斯（Makens，J.C.） 著，谢彦君，梁春媚 译注
出 版 社： 东北财经大学出版社
出版时间： 2008-1-1字数：版次： 1页数： 635印刷时间： 2007/12/01开本：印次： 1纸张： 胶版纸I S B N ： 9787811221510包装： 平装内容简介
被誉为“现代营销学之父”的科特勒博士，取得了众多举世瞩目的非凡成就，他多次获得美国国家级勋章和褒奖，培养了一代又一代美国跨国公司的企业家，在国际上享有很高的声誉。他著作等身，并有数部营销经典被译成多种语言，在世界范围内广泛传播，而这本《旅游市场营销》正是其中之一。
书中，科翁从世界旅游研究的大视角、大思路出发，注意探索旅游市场营销研究方面的新观点，精辟论述了旅游市场营销的成熟理论、方法和应用。书中的每一章都是经过作者缜密设计而编写的，结构严谨，体例合理。在第四版中，大量的案例作了更新，但仍保持其原有的取材广泛、运用得当等特色。更难得的是，全书叙述深入浅出，使整个阅读和学习过程充满了兴趣。
作者简介：
Philip Kotler is the S. C. Johnson & Son Distinguished Professor of Interna-tional Marketing at the Kellogg Graduate School of Management, Northwestern University. Professor Kotler is one of the world's leading authorities on mar-keting. He received his master's degree at the University of Chicago and his Ph.D. at M.I.T., both in economics. Dr. Kotler is co-author of Principles of Mar-keting and the author of Marketing Management.. Analysis, Planning, Imple-mentation, and Control (Prentice Hall), now in its eleventh edition and the most widely used marketing textbook in graduate schools of business. He has authored several successful books and has written over 100 articles for leading journals. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article in the Journal of Marketing. Dr. Kotler's numerous major honors include the Paul D. Converse Award given by the American Marketing Association to honor "outstanding contributions to sci-ence in marketing" and the Stuart Henderson Britt Award as Marketer of the Year. He was named the first recipient of two major awards: the Distinguished Marketing Educator of the Year Award given by the American Marketing Association and the Philip Kotler Award for Excellence in Health Care Marketing presented by the Academy for Health Care Services Marketing. He has also received the Charles Coolidge Parlin Award, which each year honors an outstanding leader in the field of marketing. In 1995, he received the Marketing Educator of the Year Award from Sales and Marketing Executives International. Dr. Kotler has served as chairman of the College on Mar-keting of the Institute of Management Sciences (TIMS) and a director of the American Marketing Association. He has received honorary doctorate degrees from DePaul University, the University of Zurich, and the Athens University of Economics and Business. He has consulted with many major U.S. and foreign companies on marketing strategy.
目录
第一部分 理解接待业与旅游业市场营销过程
1．导论：接待业与旅游业市场营销
2．接待业与旅游业营销的服务特征
第二部分 抓住接待业与旅游业的营销机遇并制定战略
3．营销环境
4．营销信息系统与营销调研
5．消费者市场与消费者购买行为
6．团体市场的组织机构购买行为
7．市场细分、目标市场选择和市场定位
第三部分 开发接待业与旅游业营销组合
8．产品的设计与管理
9．内部营销
10．产品定价：定价的影响因素、定价方法和定价策略
11．分销渠道
12．产品促销：沟通、促销政策和广告
13．产品促销：公共关系和营业推广
14．专职人员推销
第四部分 接待业与旅游业营销管理
15．旅游目的地营销
16．下一年的营销计划
