MARKETING MANAGEMENT FOR THE HOSPITALITY INDUSTRY - A STRATEGIC APPROACH

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: how-to's for planning long- and short-term marketing strategies; examples of successful marketing strategies; specific techniques for analyzing markets; strategic development and administrative aspects of marketing; sample strategic marketing plans that clearly demonstrate how marketing strategies are applied in both the lodging and foodservice segments of the industry; tips on integrating marketing strategy with overall business strategy; numerous charts and tables that support the text and clarify difficult points.