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Preface | |
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Marketing--Everybody's Job | |
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Three Approaches to the Market | |
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A Product Orientation | |
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A Sales Orientation | |
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A Marketing Orientation | |
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Marketing | |
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The Marketing Mix | |
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Marketing as a Social Force | |
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Marketing and Society | |
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McDonald's and the Environment | |
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Organizing and Managing the Marketing Function | |
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The Marketing Department in Multiunit Companies | |
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Conflicts Between Marketing and Operations Departments | |
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Resolving Conflicts | |
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Internal Marketing | |
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Organizing the Marketing Unit | |
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Summary | |
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Key Words and Concepts | |
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Resources on the Internet | |
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Discussion Questions | |
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References | |
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Hospitality Services | |
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Hospitality Service Characteristics | |
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Intangibility | |
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People as Part of the Product | |
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Demand Patterns | |
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Perishability | |
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Channels of Distribution | |
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Hospitality Service Marketing System | |
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Three Overlapping Service Systems | |
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Service Quality | |
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Quality Dimensions: Technical and Interpersonal | |
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Measuring Service Quality | |
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Service Quality Gaps | |
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Service Quality Control and the Zero-Defect Goal | |
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Quality at the Ritz | |
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The Cost of Quality | |
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Enlisting the Customer in Quality Control | |
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Managing Demand Through Queuing | |
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Internal Marketing | |
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Employee Recruitment and Retention | |
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A Service Culture | |
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Summary | |
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Key Words and Concepts | |
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Resources on the Internet | |
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Discussion Questions | |
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References | |
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The Macro and Micro Environments of Hospitality Marketing | |
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The Macro Environment | |
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Economy | |
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Society and Culture | |
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"Cuisine Naturelle" for the Health Conscious | |
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Women on Their Way by Wyndham | |
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Politics | |
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Technology | |
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Ecology | |
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The Micro Environment | |
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Competitors | |
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Customers | |
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Summary | |
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Key Words and Concepts | |
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Resources on the Internet | |
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Discussion Questions | |
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References | |
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Market Segmentation and Target Marketing | |
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Segmenting and Targeting Markets | |
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Target Marketing | |
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Why Segment? | |
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Types of Segments | |
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Geographic Segmentation | |
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Demographic Segmentation | |
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Targeting Specific Markets Based on Demographic Characteristics | |
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Psychographic Segmentation | |
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Benefit Segmentation | |
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Behavior Segmentation | |
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Combining Segmentation Approaches | |
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Segmenting Organizational Markets | |
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Organizational Buying Behavior | |
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Lodging's Organizational Customer Segments | |
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The Club Hotel by Double Tree | |
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Contract Foodservice's Organizational Customer Segments | |
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Summary | |
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Key Words and Concepts | |
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Resources on the Internet | |
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Discussion Questions | |
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References | |
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Marketing Information and Research | |
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Marketing Intelligence | |
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Internal Company Sources | |
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Competitor Information | |
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Marketing Information Systems (MIS) | |
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Marketing Research | |
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Secondary Research | |
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Syndicated Studies | |
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Primary Research | |
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Common Concerns in Hospitality Marketing Research | |
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Who Are Our Customers? | |
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Product Research: What Do Our Customers Want? | |
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"The Room That Works": Market Research in Hotel Room Design | |
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Copy Testing | |
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Tracking Studies | |
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The Research Process | |
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Problem Definition | |
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Research Design and Implementation | |
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Data Analysis and Interpretation | |
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Preparation of the Research Report | |
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Marketing Research Lays Ground for Turnaround at Round Table Pizza | |
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Consumer Information: Mining the Guest Database | |
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Tracking Guest Transactions | |
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Frequency Marketing | |
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Using the DBM Program | |
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Summary | |
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Key Words and Concepts | |
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Resources on the Internet | |
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Discussion Questions | |
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References | |
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Marketing Strategy | |
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Strategic Marketing | |
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Strategic Versus Functional Marketing | |
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Corporate Hierarchy | |
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Corporation Strategic Planning | |
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Company Mission | |
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Portfolio Analysis and Identification of SBUs | |
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SWOT Analysis | |
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SBU Mission and Strategies | |
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Low-Cost Focus Strategy: Southwest Airlines | |
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International Expansion in Foodservice | |
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Positioning | |
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Functional Strategies and Plans | |
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Strategy in Small Firms | |
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Summary | |
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Key Words and Concepts | |
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Resources on the Internet | |
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Discussion Questions | |
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References | |
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The Marketing Plan | |
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Why Plan? | |
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Content and Development of a Marketing Plan | |
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Executive Summary | |
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Mission Statement | |
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External Analysis | |
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Internal Analysis | |
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Market Segmentation and Positioning | |
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Goals and Objectives | |
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Action Plan | |
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Summary | |
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Key Words and Concepts | |
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Resources on the Internet | |
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Discussion Questions | |
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References | |
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The Hospitality Product | |
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The Hospitality Marketing Mix | |
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The Service Offering | |
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The Core Benefit | |
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Facilitating Services | |
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Supporting Services | |
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Physical Environment: Managing the Evidence | |
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First Impression: The Exterior | |
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Lasting Impression: The Interior | |
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Manipulating the Environment | |
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The Concept as Product | |
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Restaurant Concepts | |
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Hotel Concepts | |
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Branding | |
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What's in a Name? Brand Equity | |
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Types of Branding | |
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Cobranding Prototype: Lodging and Foodservice | |
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Birth of a New Brand | |
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Brands in Institutional Foodservice | |
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The Power of Branding | |
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Product Life Cycle | |
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Responses to Maturity | |
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New Products | |
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New Product Functions | |
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Defining New Products | |
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New Product Development | |
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New Product Hazard: Cannibalization | |
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Independent Operations | |
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Summary | |
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Key Words and Concepts | |
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Resources on the Internet | |
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Discussion Questions | |
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References | |
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Place in Hospitality Marketing: Distribution | |
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Place and Places | |
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The Concept of Distribution | |
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Channels of Distribution | |
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Lodging Distribution Systems | |
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The Future of Reservations | |
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Reservation Systems in Lodging | |
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The Future of Reservations | |
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Lodging Channels of Distribution | |
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Selling Through Channels | |
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Distribution in Foodservice | |
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Franchising in Foodservice | |
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Intensive Distribution: Intercept Marketing | |
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Intermediaries | |
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Other Intercompany Marketing Agreements: Alliances | |
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Corporate Alliances | |
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Summary | |
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Key Words and Concepts | |
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Resources on the Internet | |
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Discussion Questions | |
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References | |
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Place in Hospitality Marketing: Location | |
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Location Strategies | |
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Clustering | |
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Location Type: Freestanding or Part of a Larger Unit | |
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Colocation | |
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Funnel or Magnet? | |
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Tactical Issues | |
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Restaurant Location Evaluation | |
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Location and Site Analysis with GIS | |
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Restaurant Site Evaluation | |
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Hotel Location: The Feasibility Study | |
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Site Evaluation | |
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Market Area Analysis | |
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Demand Analysis | |
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Competitive (Supply) Analysis | |
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Lodging Supply and Demand by Location | |
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Other Study Contents | |
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Informed Judgment | |
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Summary | |
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Key Words and Concepts | |
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Resources on the Internet | |
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Discussion Questions | |
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References | |
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The Price of Hospitality | |
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Pricing Objectives | |
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Sales-Oriented Pricing Objectives | |
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Profit-Oriented Pricing Objective | |
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Pricing in Nonprofit Operations | |
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The Determinants of Price | |
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Demand | |
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Supply | |
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Competition | |
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Pricing Methods in Foodservice | |
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Cost-Based Pricing | |
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Contribution Margin Pricing | |
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Demand-Based Pricing | |
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Break-Even Analysis and Sales Mix | |
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Selecting the Final Price | |
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Hotel Pricing | |
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Cost-Based Pricing | |
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Room Rate Range | |
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Yield Management | |
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Critical Areas of Yield Management | |
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Marriott International's Revenue Management System | |
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Package Prices | |
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Summary | |
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Key Words and Concepts | |
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Resources on the Internet | |
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Discussion Questions | |
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References | |
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Marketing Communication: Advertising | |
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Communication Mix | |
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Objectives of Marketing Communication | |
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Product Life Cycle | |
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Decision-Making Process | |
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Stimulating Demand | |
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Hierarchy of Objectives | |
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Advertising Goals and Objectives | |
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Image Versus Promotional Advertising | |
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Measurable Objectives | |
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Advertising Planning | |
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Target | |
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Message: Unique Selling Proposition | |
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Advertising Media Characteristics and Alternatives | |
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City Buses as Moving Billboards | |
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Using Direct Mailings and Due Bills to Generate Business | |
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Timing | |
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Budget | |
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Advertising Agencies | |
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Summary | |
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Key Words and Concepts | |
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Resources on the Internet | |
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Discussion Questions | |
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References | |
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Marketing Communication: Sales Promotion, Public Relations/Publicity, and Personal Selling | |
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Sales Promotion | |
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Types of Sales Promotion | |
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Public Relations and Publicity | |
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Public Relations | |
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Publicity | |
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Tools of Public Relations and Publicity | |
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Corporations Care! | |
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Crisis Management | |
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The Cost-Effectiveness of PR and Publicity | |
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Personal Selling and the Sales Process | |
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Prospecting | |
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Planning the Sales Call | |
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The Presentation | |
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Closing the Sale | |
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Follow-up | |
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Summary | |
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Key Words and Concepts | |
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Resources on the Internet | |
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Discussion Questions | |
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Reference | |
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Marketing at the Unit Level | |
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Basis for Local Marketing | |
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Customers | |
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Competition | |
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Operations | |
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Database Marketing | |
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Local Marketing in Foodservice | |
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Why Is Local Marketing in Foodservice Growing? | |
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Local Marketing Issues for Chain Restaurants | |
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Establishing a Local Marketing Program | |
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Local Marketing Communication Methods | |
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Menu Merchandising | |
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Property-Level Marketing in Lodging | |
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Product | |
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Price | |
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Promotion: Marketing Communication | |
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Marketing via Books of Historical Fiction | |
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Summary | |
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Key Words and Concepts | |
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Resources on the Internet | |
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Discussion Questions | |
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References | |
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Index | |