Synopses & Reviews
This collection of cases exposes readers to real world situations in hospitality marketing and management.
Cases explore food and beverage costs, financial statements, human resources, franchise agreements, architecture and design concepts, and a multitude of other factors that are basic considerations in strategic decisions.
-- A global focus with 10 international cases.
-- Expanded to include an airline case, cruise industry case, sports resort case, and other hospitality businesses.
Synopsis
This case-study text/reference in hospitality marketing and management includes: six mini-cases, which may be read quickly; 15 medium-length cases of moderate complexity; and one comprehensive case that demonstrates how the many of elements of management interrelate with marketing. Cases are divided equally between hotel and restaurant situations and include aspects of costs, human resources, organizations, financial statements, ownership relations, and franchise agreements.
Table of Contents
Introduction: The Case Method.
The Concept of Marketing.
Environmental Scanning and Competitive Analysis.
Segmentation and Positioning.
The Marketing Mix.
Research and Marketing Information.
Strategy and the Marketing Plan.
Comprehensive Case.