作  者：（美）阿拉斯塔.莫里森 朱虹 党宁  出版社：电子工业出版社 版  次：2004年1月第一版  版  号：ISBN 7-5053-9317-0  定  价：46.00元

内容简介：
    本书以从事或即将从事旅游服务业的读者为对象，阐述了旅游服务营销的规划、实施和评估，并着重强调酒店、航空公司、餐馆和旅行社的运作如何注入更多的营销理念。旅游服务业营销系统、price模型和8p理论的阐释，深入浅出地道出了旅游服务营销的精髓。
    本书结合现代旅游服务业的最新发展，醒目地列出了学习目标、关键术语、优秀案例、技术博览等栏目和内容充实的附录，可读性很强，是一本被美国多所大学选用的经典教材。

目录：

前言

第1部分  营销导论

第1章  营销的意义                                                            2

本章目标                                                                  2

本章概述                                                                  2

关键术语                                                                  2

1.1  营销的意义                                                           3

1.2  营销的发展阶段                                                       4

1.3  营销导向                                                              8

1.4  营销的核心原则                                                      14

1.5  旅游服务业营销环境                                                  16

1.6  营销的重要性                                                        19

小结                                                                      20

复习题                                                                   20

课后作业                                                                 21

第2章  旅游服务业营销                                                        22

2.1  服务营销的定义                                                      23

2.2  服务营销的特点                                                      24

2.3  旅游服务营销的特点                                                  30

2.4  旅游服务业中独特的营销手段                                          33

第3章  旅游服务营销系统                                                      38

3.1  各种不同的行业定义                                                  39

3.2  系统方法                                                            42

3.3  旅游服务营销系统                                                    45

3.4  营销系统和战略与战术营销规划的关系                                   51

3.5  本书的结构                                                          53

第2部分  营销调研与分析

第4章  顾客行为                                                              56

4.1  个体顾客行为                                                        57

4.2  个体顾客购买过程                                                    74

4.3  团体顾客行为                                                        77

第5章  分析营销机会                                                          79

5.1  为成功而做的分析                                                    80

5.2  态势分析                                                            80

5.3  市场分析                                                            102

5.4  可行性分析或研究                                                   104

第6章  营销调研                                                             107

6.1  调研：营销的养分                                                    108

6.2  营销调研的定义                                                     109

6.3  进行营销调研的原因：5C                                             109

6.4  不进行营销调研的原因                                               111

6.5  步骤中应用调研                                                     112

6.6  好的调研信息的必要条件                                             114

6.7  营销调研过程                                                       115

第3部分  营销战略与规划

第7章  营销战略：市场细分和趋势                                              132

7.1  市场细分                                                            133

7.2  市场细分基础                                                       138

7.3  市场趋势和市场细分                                                 148

7.4  不断变化的细分方法                                                 154

第8章  营销战略：战略、定位和营销目标                                       156

8.1  营销战略和计划的开发过程                                            157

8.2  营销战略公式                                                       158

8.3  产品生命周期概念的缺陷                                             163

8.4  关系营销和战略联盟                                                 167

8.5  定位方法                                                           168

8.6  营销目标                                                           173

第9章  营销计划和8P理论                                                     177

9.1  营销计划的定义                                                     178

9.2  战术性规划和战略性规划的区别                                        178

9.3  有效营销计划的要求                                                 178

9.4  制定营销计划的优点                                                 179

9.5  营销计划的内容                                                     180

9.6  制定营销计划的步骤                                                 185

9.7  旅游服务业营销的8P理论                                            191

第4部分  营销计划的实施

第10章  产品开发与合作                                                     196

10.1 旅游服务业组织的类型和作用                                         197

10.2 产品/服务组合                                                      213

第11章  以人为本：服务和服务质量                                            219

11.1 两组重要的人群：客人和主人                                          220

11.2 营销组合中人的关键作用                                            220

11.3 全面质量管理                                                       221

11.4 服务质量标准与承诺                                                225

11.5 雇员：针对服务质量管理内部顾客                                     227

11.6 衡量服务质量                                                      229

11.7 关系营销：善待客户                                                233

11.8 顾客组合                                                          233

第12章  项目包装与活动策划                                                 237

12.1 项目包装与活动策划的定义                                           238

12.2 项目包装与活动策划的关系                                           238

12.3 项目包装与活动策划流行的原因                                       239

12.4 项目包装与活动策划在营销中的作用                                   244

12.5 旅游服务业的项目包装                                              245

12.6 全包服务的开发步骤                                                249

12.7 全包服务定价                                                      252

第13章  分销组合与旅游行业中间商                                            255

13.1 分销组合与旅游行业中间商                                           256

13.2 个体旅游中间商                                                    258

13.3 在线旅游服务                                                      264

13.4 旅游行业中间商营销                                                265

第14章  传播和促销组合                                                      272

14.1 促销和传播                                                        273

14.2 促销的目的                                                        278

14.3 促销组合                                                          278

14.4  影响促销组合的因素                                                285

第15章  广告                                                               289

15.1 广告和促销组合                                                    290

15.2 策划广告                                                           291

15.3 不同的广告媒介                                                    302

15.4 旅游服务业广告                                                    312

15.5 广告公司的作用                                                    312

第16章  促销和材料促销                                                     315

16.1 促销、材料促销和促销组合                                            316

16.2 策划促销和材料促销计划                                            318

第17章  人员推销和销售管理                                                  332

17.1 人员推销和促销组合                                                333

17.2 人员推销的类型                                                    335

17.3 人员推销战略                                                      336

17.4 推销过程                                                           338

17.5 销售计划和销售管理                                                347

17.6 旅游服务业的人员推销                                              352

第18章  公共关系和宣传                                                     355

18.1 公共关系、宣传和促销组合                                            356

18.2  旅游服务业的公众                                                  357

18.3  公共关系工作规划                                                  360

18.4  公共关系咨询顾问                                                  371

第19章  定价                                                               375

19.1 价格的双重作用                                                    376

19.2 定价与货币价值                                                    379

19.3 规划定价方法                                                      379

19.4 选择定价方法                                                      381

第5部分  营销计划的控制与评价

第20章  营销管理、评价与控制                                                394

20.1 营销管理的定义和要素                                               395

20.2 营销管理的优点                                                    395

20.3 营销组织                                                          396

20.4 招聘营销组织的员工                                                397

20.5 管理和督导营销人员                                                 397

20.6 提出管理预算                                                      398

20.7 营销控制和评价                                                    400

20.8 营销评价                                                          403

20.9 营销的未来                                                        406

附录A  产业纵览                                                             408

附录B  产业资源                                                             424