Description
Book SynopsisThe only advanced marketing textbook specifically focused on the hospitality industry . . .
The time when you could run a hospitality business with nothing but a friendly smile and a strong work ethic has passed. Dining, lodging, and entertaining habits are changing rapidly as the information age revolutionizes the world economy. More than ever, businesses must focus their marketing efforts on specific segments within the market. Success in the hospitality industry demands that you develop the cutting-edge decision-making skills necessary for effective strategic market management.
Marketing Management for the Hospitality Industry provides comprehensive coverage of marketing from both long- and short-term perspectives. Each chapter is an actual component of an overall strategic marketing model, and the book''s easy-to-read, hands-on approach simplifies complex material and enables you to grasp difficult concepts quickly and completely.
Inside you''ll find:
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Table of Contents
Introduction to Strategic Market Management.
Mission Statement.
Marketing Information Systems and Marketing Research.
Internal Analysis.
Environmental Analysis.
Strategic Analysis.
Strategic Decisions.
Positioning.
Objectives.
Marketing Mix Variables.
Institutionalization and Controls.
Appendix.
References.
Index.
