Marketing Management for the Hospitality Industry

The 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:

* 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

Whether you are a marketing manager, general manager of a hotel
or restaurant, corporate manager, or a student eager to make your
mark on the industry, with this indispensable guide you will
sharpen your competitive edge, reach the customers you need, and
make the most of every opportunity to help your business grow.