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| 6. | Cunningham, William H.、Aldag, Ramon J.、Stone, Mary S.(1996)。Business in a changing world。Cincinnati, Ohio：South-Western College Publishing。 |
| 7. | Richards, B.(1994)。How to market tourist attractions, festivals & special events, a practical guide to maximizing visitor attendance and income。London，UK：Longman Group Ltd：Sagamore Publishing Co.。 |
| 8. | Shone, A.、Parry, B.(2001)。Successful event management-- A practicae handbook。New York：continuum co.。 |
| 9. | Kotler, P.(1996)。Marketing management：Analysis planning implementation and control。Englewood Cliff, NJ：Prentice-Hall International Inc。 |
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| 11. | Armstrong, Gary、Kotler, Philip(2000)。Marketing: An Introduction。Prentice Hall。 |