Segmentation Strategies for Hospitality Managers: Target Marketing for Competitive Advantage
Get the competitive edge in a fierce market!
Effective market segmentation approaches can show a company which customer group is most profitable and how to best serve their needs. Segmentation Strategies for Hospitality Managers: Target Marketing for Competitive Advantage is a marketing primer whose time has come, teaching segmentation approaches that can make a difference where it really counts—the bottom line. Introductory 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 out there, this book persistently focuses specifically on segmentation and positioning strategies.
Segmentation Strategies for Hospitality Managers effectively tells how to best use the integrated resources of a hospitality firm to gain and maintain the competitive edge. Examples are taken from the hotel, restaurant, and airline industries to give a well-rounded view of the industry’s practical and productive use of segmentation strategies. The text explains advantages and limitations of various segmentation strategies such as relationship or niche marketing to help assist managers in their own future decision-making process. Detailed chapter summaries and challenging end-of-chapter exercises further reinforce each chapter’s concepts and approaches. Extensive references, several illustrative figures and tables, and specific case examples from various hospitality sectors are included.
Topics in Segmentation Strategies for Hospitality Managers include:
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Panning for Gold in the Hospitality Sector
Chapter 3 Niche Marketing
Chapter 4 Niche Marketing for Hotel Managers
Chapter 5 Relationship Marketing
Chapter 6 Special Issues in Segmentation
Chapter 7 The Impact of Marketing Trends on Segment Selection
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advertising airlines analysis benefits business travelers Club Med company’s competencies competitive advantage competitors corporate costs cruise lines culture customer databases customer retention customer segments database marketing demographic differentiation effective employees environmental scanning example fast-food focus goals groups guest database hospitality companies hospitality firm hospitality industry Hospitality Managers Published hospitality marketing hotel chains hotel industry increased integrated Internet Jamaica Kotler Lewis & Chambers lifetime value major market research marketing mix marketing strategy marketing trends Marriott McDonald’s ments Morritt needs and preferences Negril niche marketing offer percent Perceptual maps price segmentation priori segmentation product segmentation profitable customers psychographic purchase relationship marketing revenues risk RM program segment selection segmentation bases segmentation plan segmentation process segmentation strategy segmentation studies serve Southwest Airlines strategic fit Strategies for Hospitality superior value target customers target market target seg target segments tion tive tomer tourism upscale yield management