Year’sMarketingPlan(营销管理,菲利普·科特勒教.pptVIP

Chapter 19Next Year’s Marketing Plan第一页，共三十八页。 “If you don’t have a competitive advantage, don’t compete.”- Jack Welch?“At Preferred Hotels Resorts, we believe that the product preferences of affluent customers are as diverse as the consumers themselves.”- Peter Cass ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens第二页，共三十八页。 Chapter ObjectivesKnow why it is important to have a marketing plan and be able to explai