The only advanced marketing textbook specifically focused on the hospitality industry . . . <p>The time when you could run a hospitality business with nothing but a friendly smile and a strong work ethic has passed. Dining, lodging, and entertaining habits are changing rapidly as the information age revolutionizes the world economy. More than ever, businesses must focus their marketing efforts on specific segments within the market. Success in the hospitality industry demands that you develop the cutting-edge decision-making skills necessary for effective strategic market management. <p>Marketing Management for the Hospitality Industry provides comprehensive coverage of marketing from both long- and short-term perspectives. Each chapter is an actual component of an overall strategic marketing model, and the book's easy-to-read, hands-on approach simplifies complex material and enables you to grasp difficult concepts quickly and completely. <p>Inside you'll find: <ul><li>How-to's for planning long- and short-term marketing strategies <li>Examples of successful marketing strategies <li>Specific techniques for analyzing markets <li>Strategic development and administrative aspects of marketing <li>Sample strategic marketing plans that clearly demonstrate how marketing strategies are applied in both the lodging and foodservice segments of the industry <li>Tips on integrating marketing strategy with overall business strategy <li>Numerous charts and tables that support the text and clarify difficult points</ul> <p>Whether you are a marketing manager, general manager of a hotel or restaurant, corporate manager, or a student eager to make your mark on the industry, with this indispensable guide you will sharpen your competitive edge, reach the customers you need, and make the most of every opportunity to help your business grow.
Learn in a week, what the experts learn in a lifetime.Sunday: Why use direct mail?Monday: Building and maintaining your databaseTuesday: The components of direct mailWednesday: Creative approachesThursday: Physical campaignsFriday: Digital campaignsSaturday: Integration and follow-up
Market-based environmental policy analysis requires taking into account all the institutional factors necessary for the market to function optimally, as well as the social forces that shape a final policy design. This book sheds light on the institutional history of the emissions trading concept as it has evolved across different contexts. Diplomats, policy experts, academics, and the carbon trading industry currently have a monopoly of knowledge about the intricacies of developing and implementing emission trading systems (ETS) for environmental control. This book seeks to weaken that monopoly. It makes accessible the policy design and practical implementation aspects of a key tool for fighting climate change. Blas Perez Henriquez analyzes past market-based environmental programs to extract lesions for the future of ETS. He follows the development of the emissions trading concept as it evolved in the United States and was later applied in the multinational European Emissions Trading System and in subnational programs in the United States such as the Regional Greenhouse Gas Initiative (REGI). This ex-post evaluation of an ETS as it evolves in real time in the real world provides a valuable supplement to what is already known from theoretical arguments and simulation studies about the advantages and disadvantages of the market strategy. Political cycles and political debate over the use of markets for environmental control make any form of climate policy extremely contentious. Henriquez argues that, despite ideological disagreements, the ETS approach, or, more popularly, 'cap-and-trade' policy design, remains the best hope for a cost-effective policy to reduce GHG emissions around the world.
When the impish Mouse comes to spend the night, Bear is in for a rude — and very funny — awakening in this irresistible new story starring the unlikely pair.
Very little of marketing theory and knowledge has made its way into retailing practice, but its value in making profitable and effective retailing decisions is unquestioned. Samli, drawing upon three decades of experience and recognition as an expert in marketing research, offers retailing professionals and those who aspire to retailing careers a foundation for understanding what marketing theory is and how it can be linked successfully and profitably to retailing practice. Not a simplified set of steps to take, his book forces retailing decision makers to think for themselves and to use sound reasoning in their judgments. With an extensive review of retailing research and emphasis on small retail decision-making processes, plus discussions of human resource development, information technology, control mechanisms, and the international aspects of retailing, this book will find a special place in the list of books that must be read, not only by retailing professionals and students, but also their colleagues who teach retailing. The planning and implementation of the strategic plan is dependent upon the identification of the retailer's target market, and then successfully catering to that market by using four key retailing mixes: goods and service mix, communication mix, pricing mix, and human resource mix. The retailing mixes are the controllables of retail management. Preparation of these mixes depends upon the knowledge, reasoning, availability of resources, and familiarity with the target markets.
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