摘要
该文是作者在研究美国《全球营销管理》作者Warren J.Keegan(沃伦J.基肯)教授提出的18条企业营销管理指导原则基础上,结合我国饭店业特点、目标顾客消费行为特征与市场竞争趋势,提出、论证了20条指导我国饭店营销管理的黄金规则,并说明了它们的运用要点。
Based on the study of the 18 guiding principles of marketing company proposed by professor Warren J. Keegan of Lubin School of Business at Pace University in New York, combining with the study of the characteristics of Chinese Hotels, this thesis not only proposes and argues the 20 guiding principles of marketing management for Chinese Hotels, but also explains the application of these principles to practice.
出处
《浙江旅游职业学院学报》
2007年第1期1-12,共12页
Journal of Tourism College of Zhejiang
关键词
我国饭店
营销管理黄金规则
运用要点
Chinese hotels
the golden guiding principles of marketing management
application
