Synopsis
From yield management to cyberspace distribution systems, this volume contains the latest information on marketing management. It offers new coverage of situation analyses and repositioning with an added emphasis on marketing plans and tourism marketing. Chapter-opening profiles feature a range of people who have succeeded in this field, while Marketing Action Now boxes challenge readers to resolve mini crisis scenarios. It also features case studies and real-life examples from industry.
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From the Back Cover
Packaging and selling are essential to getting new business. And marketing is especially important to the service-oriented hospitality and foodservice industries. To be successful in this field, students need to know what marketing strategies work; how to implement them; how to economically yet effectively advertise and promote their businesses; and, of course, how to measure, evaluate, and stimulate consumer satisfaction. Hospitality Marketing Management covers these key areas and more. This revision of the classic text, Foodservice and Restaurant Marketing, examines the latest marketing strategies used in both the foodservice and hospitality industries. It takes students step by step through a successful advertising campaign, skillfully examines each of the major media,and helps students develop and implement practical marketing plans. It also provides proven promotion and public relations strategies that can keep hospitality and foodservice businesses in the public eye. Furthermore,this practical guide explains how to structure a business to build group sales and service. Students will learn how to develop competitive marketing plans aimed at the group market, as well as how to successfully implement and evaluate those plans. Packed with numerous examples and applications, this classroom tool discusses research methodology, sampling, survey instrument design, marketing audits, feasibility studies, and product development. It provides tips for menu design and pricing, insight into consumer decision making, and proven, easily applied management techniques. Hospitality Marketing Management combines valuable instruction on both hotel and foodservice sales and marketing techniques. It will serve as an essential tool for students striving to become top managers, as well as a useful reference for directors of hotel sales and managers of foodservice operations.
About the Author
Robert D. Reid is currently Department Head of Marketing and Hotel-Restaurant Management at james Madison University in Harrisonburg, Virginia. The department is a part of the College of Business which is fully accredited by the American Assembly of Collegiate Schools of Business, the national accrediting agency. He has served as a consultant within both the public and private sectors,written two books, Hospitality Marketing Management and Foodservice and Restaurant Marketing. Dr. Reid has written or co-authored over 40 journal and professional articles and was a 1984 recipient of an "Article of the Year" award presented by The Cornell Hotel and Restaurant Administration Quarterly. Prior to entering the field of hospitality education, Dr. Reid was employed in the hospitality industry by Sheraton Hotel Corporation and Strang Corporation.
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