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Segmentation Strategies For Hospitality Managers. "Target Marketing For Competitive Advantage"

Target Marketing For Competitive Advantage

Segmentation Strategies For Hospitality Managers. "Target Marketing For Competitive Advantage". Target Marketing For Competitive Advantage

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  • ISBN:9780789022165
  • Editorial: Haworth Press
  • Fecha de la edición:
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  • Dimensiones: 0 cm x 0 cm
  • Nº Pág.:236
  • Idiomas:Ingles,Inglés

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Intoductory 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.

Ch. 1 Introduction to segmentation 1
Ch. 2 Segmentation bases : panning for gold in the hospitality sector 17
Ch. 3 Niche marketing 31
Ch. 4 Niche marketing for hotel managers 45
Ch. 5 Relationship marketing 61
Ch. 6 Speical issues in segmentation 85
Ch. 7 The impact of marketing trends on segment selection 103
Ch. 8 The segmentation process 119
Ch. 9 Positioning strategy 145
Ch. 10 The impact of new technology on the hospitality industry 163
Ch. 11 Your segmentation battle plan : strategy and tactics 181

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