Textbook

Marketing Management for the Hospitality Industry: A Strategic Approach

ISBN: 978-0-471-31012-9

Hardcover

560 pages

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Description
Table of Contents
Author Information

Introduction to Strategic Market Management.

Mission Statement.

Marketing Information Systems and Marketing Research.

Internal Analysis.

Environmental Analysis.

Strategic Analysis.

Strategic Decisions.

Positioning.

Objectives.

Marketing Mix Variables.

Institutionalization and Controls.

Appendix.

References.

Index.