《飯店管理專業(yè)英語（第二版）》主要從飯店管理專業(yè)的工作實(shí)際出發(fā)，內(nèi)容主要包括：飯店管理概述、服務(wù)和質(zhì)量管理、人力資源管理、市場(chǎng)管理、會(huì)計(jì)管理、安全與衛(wèi)生管理、前廳客房餐飲娛樂部門管理、設(shè)備和信息管理以及案例研究等等，為讀者提供了實(shí)用的飯店管理知識(shí)和地道的英文。旨在培養(yǎng)既懂英語又懂管理專業(yè)知識(shí)的復(fù)合型管理人才。
《飯店管理專業(yè)英語（第二版）》選材新穎，內(nèi)容覆蓋面廣。書中所選材料新穎、實(shí)用、詳實(shí)，包括飯店管理概述、服務(wù)和質(zhì)量管理、人力資源管理、市場(chǎng)管理、會(huì)計(jì)管理、安全與衛(wèi)生管理、前廳客房餐飲娛樂部門管理、設(shè)備和信息管理以及案例研究等，為讀者提供了實(shí)用的飯店管理知識(shí)和地道的英文。
Unit 1 General Introduction to Hotel Management
Unit 2 Organizational Structure of a Hotel
Unit 3 Service Quality and Total Quality Management
Unit 4 Human Resources Management
Unit 5 Customer Relationship Management
Unit 6 Marketing Management
Unit 7 Accounting Management
Unit 8 Management of the Front Office
Unit 9 Case Study： a Day in the Life of a Front Office Manager
Unit 10 Management of the Housekeeping Department
Unit 11 Management of the Food and Beverage Department
Unit 12 Management of the Recreation Department
Unit 13 Hotel Equipment Management
Unit 14 Security and Hygiene Management
Unit 15 Management of Legal Environment
Unit 16 Hotel Management Information System
Unit 17 Operation of Hotel Groups
Unit 18 Case Study： Marriott
Key to the Exercises
《飯店管理專業(yè)英語（第二版）》：
First，by developing a closer relationship with customers， the firm may gain a competitive edge and， through increased switching costs， may be able to defend it.Over time individual customers typically educate a company about their individual needs，wants， and preferences—a costly process that they are reluctant to repeat with a rival.Thus， getting to know customers intimately creates a barrier to imitation of the leader's strategies.
Second， effective CRM can lead to increased customer satisfaction.Properly implemented， the customer—company dialogue facilitates the tailoring of products and services closely to individual needs， and the development of new products and services to meet changing need or even anticipate future need.
Third， using CRM techniques contributes to decreasing overall marketing expenditure.
Acquiring new customers is estimated to be more expensive than keeping existing ones.And， last， developing a closer relationship with customers is thought to increase customer loyalty， and loyal customers are thought to stay with the firm longer， buy more from it， and buy more often.An often quoted statistic is that companies can improve profitability by between 25 and 85 percent by reducing customer defections by 5 percent.While the value ofloyalty is currently being debated， for some time lodging firms have been fostering loyalty through frequent traveler programs and CRM may be seen as the next logical step.
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