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Hospitality Branding
In recent years the brand has moved squarely into the spotlight as the key to success in the hospitality industry. Business strategy once began with marketing and incorporated branding as one of its elements; today the brand drives marketing within the larger hospitality enterprise. Not only has it become the chief means of attracting customers, it has, more broadly, become the chief organizing principle for most hospitality organizations. The never-ending quest for market share follows trend after trend, from offering ever more elaborate and sophisticated amenities to the use of social media as a marketing tool—all driven by the preeminence of the brand. Chekitan S. Dev’s award-winning ...
Hospitality Branding
In recent years the brand has moved squarely into the spotlight as the key to success in the hospitality industry. Business strategy once began with marketing and incorporated branding as one of its elements; today the brand drives marketing within the larger hospitality enterprise. Not only has it become the chief means of attracting customers, it has, more broadly, become the chief organizing principle for most hospitality organizations. The never-ending quest for market share follows trend after trend, from offering ever more elaborate and sophisticated amenities to the use of social media as a marketing tool-all driven by the preeminence of the brand. Chekitan S. Dev's Hospitality Branding brings together the most important insights from the author's many years of research and experience, all in a single volume. Skillfully blending the knowledge of recent history, the wisdom of cutting-edge research, and promise of future trends, this book offers hospitality organizations the advice they need to survive and thrive in today's competitive global business environment.
Handbook of Service Marketing Research
The Handbook of Service Marketing Research brings together an all-star team of leading researchers in service marketing to explore many of the hottest topics in service marketing today. Cutting-edge topics include: customer relationships and loy
The Next Frontier of Restaurant Management
"The Next Frontier of Restaurant Management is of the highest quality and appropriate for Service Management courses at the graduate level." ― (Richard Ghiselli, Purdue University) The Next Frontier of Restaurant Management brings together the latest research in hospitality studies to offer students, hospitality executives, and restaurant managers the best practices for restaurant success. Alex M. Susskind and Mark Maynard draw on their experiences as a hospitality educator and a restaurant industry leader, respectively, to guide readers through innovative articles that address specific aspects of restaurant management: * Creating and preserving a healthy company culture * Developing and u...
Hospitality Marketing
Hospitality Marketing is an introductory textbook which shows readers how to apply the principles of marketing within the hospitality industry. The fourth edition contains examples and case studies exemplifying how ideas and concepts discussed within its chapters can be successfully applied to a real-life work situation, with an emphasis throughout on topical issues such as sustainable marketing, corporate social responsibility and relationship marketing. It also describes the impact that the Internet has had on both marketing and hospitality, using a variety of tools including a wide range of Internet learning activities. This fourth edition has been updated to include: New content on socia...
SALES MANAGEMENT: Key to Effective Sales
Sales is the most important part in a company's growth and managing the sales is also an uphill task. This book focuses on some of the important aspects of sales management. After the introductory chapter on sales management, this book further traces important topics like importance of sales promotion, global dimension of sales promotion, key promotional concepts, managing sales, current trends in sales, management of direct selling and marketing, personal selling, etc. Proper examples have been given where necessary which will help readers in understandingthe topics. Simple language throughout the book will also help students in understanding the subject easily.
Marketing
La 4è de couv. indique : "Marketing An Introduction introduces students at all levels, undergraduate, postgraduate and professional courses, to marketing concepts. It focuses on how to build profitable customer relationships by encouraging students to apply concepts to real commercial practice through numerous case studies from around the world. Now updated with the last ideas in digital marketing such as big data, analytics and social marketing as well as up-to-date case studies from a range of consumer and industrial brands including Netflix, Aldi, Spotify, Phillips, Renault and Airbus 380, this fourth edition combines the clarity and authority of the Kotler brand within the context of European marketing practice. Marketing An Introduction makes learning and teaching marketing more effective, easier and more enjoyable. The text's approachable style and design are well suited to cater to the enormous variety of students taking introductory marketing classes."
COMMERCIAL OPERATIONS MANAGEMENT: Process and Technology to Support Commercial Activities
Not every organisation today has a functional department called 'operations' but they will all undertake operations activities because every organisation produces goods and/or delivers services. Commercial operations management has made a significant contribution to society by playing a role in areas such as increasing productivity, providing better quality goods and servces and improving working conditions. Productivity has been increased through such measures as the use of technology and new production methods. This book describes all these important aspects of commercial operations management.
The Cornell School of Hotel Administration Handbook of Applied Hospitality Strategy
This state-of-the-art handbook approaches the topics of hospitality strategy with an emphasis on immediate application of ideas to current practice. Top hospitality scholars make original contributions with the inclusion of senior level executives input, insights and current best practices. By incorporating the latest research and thinking on various strategic topics with the commentary and insights of successful executives this handbook blends cutting edge ideas and comprehensive reviews of the subject with innovative illustrations and examples from practice. The strength of the handbook is its combination of academic rigour and hospitality application. The handbook will have a clear reference orientation and focus on key topical issues and problem of interest to practitioners and advanced students of hospitality strategy.
