Part Ⅰ
　Lesson 1 Marketing and Marketing Mix
營銷與營銷組合
　Lesson 2 The Nature of Tourism Services
旅游服務的性質特點
　Lesson 3 Product Mix&Product Life Cycle
產品組合和產品生命周期
　Lesson 4 Service Design and Positioning
服務的設計與定位
　Lesson 5 Pricing the Product
產品定價
　Lesson 6 Marketing Control
營銷管理
　Lesson 7 SWOT Analysis
SWOT分析法
　Lesson 8 Market Research Tool--Survey and Questionnaire
市場調研工具——調查與問卷
Part Ⅱ
　Lesson 9 Understanding Decision—making Process
了解顧客決策過程
　Lesson 10 Ways of Segmenting the Market
如何細分市場
　Lesson 11 Distribution--Getting Your Product to the Market
如何進行分銷
　Lesson 12 Employees--the People Element in Service Delivery
雇員——服務業的人員要素
　Lesson 1 3 Public Relations for Tourism Industry
旅游公共關系
　Lesson 14 Relationship Marketing
關系營銷
　Lesson 15 Sales Promotion in Tourism
旅游促銷
　Lesson 16 Media Selection in Toufism Advertisement
旅游廣告媒體的選擇
　Lesson 17 Direct Marketing
直效營銷
　Lesson 18 Differentiated Marketing and Niche Marketing
差異性營銷和補缺性營銷
　Lesson 19 Internet Marketing
網絡營銷
　Lesson 20 Travel Brochures
旅游宣傳冊
　Lesson 21 Experiential Marketing
體驗式營銷
Part Ⅲ
　Lesson 22 Marketing for Theme Parks
主題公園營銷
　Lesson 23 Hotel Marketing
飯店營銷
　Lesson 24 Database Marketing in Travel Industry
旅游業中的數據庫營銷
　Lesson 25 Destination Marketing Strategy：Image-making
目的地營銷策略——形象塑造
　Lesson 26 Marketing and De-marketing for Eco-tourism
生態旅游營銷和反營銷
　Lesson 27 Marketing to Luxury Travelers
豪華旅游市場營銷
　Lesson 28 Heritage Tourism Marketing
遺產旅游營銷
　Lesson 29 Timeshare Marketing
分時度假營銷
　Lesson 30 Cross—cultural Tourism Marketing
跨文化旅游營銷
　Lesson 31 Marketing for Convention Tourism
會議旅游營銷
　Lesson 32 Marketing Festival，Fairs and Special Events
節慶、展會和特別活動營銷
　Lesson 33 Marketing Sport Event Sponsorship
體育賽事贊助營銷
References
參考書目