Segmentation strategies for hospitality managers : target marketing for competitive advantage /
Morritt, Ronald M.,
Segmentation strategies for hospitality managers : target marketing for competitive advantage / Ronald M. Morritt. - xii, 236 pages : illustrations ; 22 cm. - Haworth series in segmented, targeted, and customized marketing . - Haworth series in segmented, targeted, and customized marketing. .
Includes bibliographical references (pages 203-209) and index.
Introduction to segmentation -- Segmentation bases : panning for gold in the hospitality sector -- Niche marketing -- Niche marketing for hotel managers -- Relationship marketing -- Speical issues in segmentation -- The impact of marketing trends on segment selection -- The segmentation process -- Positioning strategy -- The impact of new technology on the hospitality industry -- Your segmentation battle plan : strategy and tactics. Ch. 1. Ch. 2. Ch. 3. Ch. 4. Ch. 5. Ch. 6. Ch. 7. Ch. 8. Ch. 9. Ch. 10. Ch. 11.
"Introductory to intermediate level hospitality managers and students are provided with easy-to-follow explanations and effective learning exercises that will help them grasp segmentation concepts and strategies quickly. Unlike other hospitality marketing textbooks, this book focuses specifically on segmentation and positioning strategies."--BOOK JACKET.
0789022168 9780789022165 0789022176 9780789022172
2006031753
Hospitality industry--Marketing
Market segmentation
TX911.3.M3 / M685 2007
647.940688
Segmentation strategies for hospitality managers : target marketing for competitive advantage / Ronald M. Morritt. - xii, 236 pages : illustrations ; 22 cm. - Haworth series in segmented, targeted, and customized marketing . - Haworth series in segmented, targeted, and customized marketing. .
Includes bibliographical references (pages 203-209) and index.
Introduction to segmentation -- Segmentation bases : panning for gold in the hospitality sector -- Niche marketing -- Niche marketing for hotel managers -- Relationship marketing -- Speical issues in segmentation -- The impact of marketing trends on segment selection -- The segmentation process -- Positioning strategy -- The impact of new technology on the hospitality industry -- Your segmentation battle plan : strategy and tactics. Ch. 1. Ch. 2. Ch. 3. Ch. 4. Ch. 5. Ch. 6. Ch. 7. Ch. 8. Ch. 9. Ch. 10. Ch. 11.
"Introductory to intermediate level hospitality managers and students are provided with easy-to-follow explanations and effective learning exercises that will help them grasp segmentation concepts and strategies quickly. Unlike other hospitality marketing textbooks, this book focuses specifically on segmentation and positioning strategies."--BOOK JACKET.
0789022168 9780789022165 0789022176 9780789022172
2006031753
Hospitality industry--Marketing
Market segmentation
TX911.3.M3 / M685 2007
647.940688