Synopses & Reviews
It is vital for hospitality management students to understand key management concepts as part of the complex and intimate nature of the services industry. Principles of Management for the Hospitality Industry is designed specifically for hospitality students who need to be able to use management tools and techniques to become successful hospitality managers. .. .. By placing you at the heart of an imaginary workplace this book offers the opportunity to work through all of the items of discussion for each topic. The chapter begins with a scenario to prompt an exploration of a given topic, and concludes with the outcome of this scenario to reinforce the lessons learnt throughout the chapter. .. .. Highly practical in approach, this is an up-to-date and skilful integration of all core areas of management. It is packed with tools and techniques to aid learning and understanding: .. .. .. Improve your professional management vocabulary with definitions in each chapter, and a complete glossary of terms. .. .. .. Visualise key concepts with over one hundred explanatory diagrams .. .. .. Gain confidence by testing your understanding on the accompanying website .. .. .. Practical applications of theory are illustrated in international case studies throughout the book.. .. .. Discussion questions prompt an exploration of key concepts.
Synopsis
Strategic Marketing Planning concentrates on the critical 'planning' aspects that are of vital importance to practitioners and students alike. It has a clear structure that offers a digest of the five principal dimensions of the strategic marketing planning process. Leading authors in this sector, Wilson and Gilligan offer current thinking in marketing and consider the changes it has undergone over the past few years. Issues discussed include: marketing, strategic thinking and competitive advantage; the significance of vision and how this needs to drive the planning process; hypercompetition and the erosion of competitive advantage; and the growth and status of relationship marketing. Each chapter contains a series of expanded illustrations; and leading authors in this sector. It builds on the success and reputation of Wilson and Gilligan's Strategic Marketing Management. It focuses on the critical 'planning' aspects of vital importance to students and practitioners.
Synopsis
'Strategic Marketing Planning' builds on the success and reputation of Wilson and Gilligan's 'Strategic Marketing Management' by focusing firmly on the planning process. 'Strategic Marketing Planning' concentrates on the critical 'planning' aspects that are of vital importance to practitioners and students alike. It has a clear structure that offers a digest of the five principal dimensions of the strategic marketing planning process.
Leading
Synopsis
The author/co-author of ten books, Colin Gilligan is Emeritus Professor of Marketing at Sheffield Hallam University and Visiting Professor of Marketing at Newcastle Business School as well as fellow of the Chartered Institute of Marketing. His particular interests are in the areas of strategic marketing, competitive differentiation, the leveraging of strategy and planning for an uncertain future
Table of Contents
Marketing auditing and SWOT analysis; Segmental and productivity analysis; Environmental analysis; Customer and competitor analysis; Market segmentation; Formulation and implementation of marketing strategy.