Segmentation Strategies for Hospitality Managers: Target Marketing for Competitive Advantage

Segmentation Strategies for Hospitality Managers: Target Marketing for Competitive Advantage


Yazar Ron Morritt Art Weinstein
Yayınevi Routledge
ISBN 9780789022172
Baskı yılı 2006
Sayfa sayısı 252
Ağırlık 0,38 kg
Stok durumu Var    Stok detayları
Kargoya teslim Aynı gün kargo

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 industrys 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 chapters 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: positioning strategy niche marketing relationship marketing marketing trends technologys impact on the hospitality industry special issues in segmentation strategy (including integration of segmentation strategy with branding, yield management, and IT strategy) and more! Segmentation Strategies for Hospitality Managers is a resource certain to be used again and again and is perfect for hospitality managers, marketing and hospitality educators, hospitality and travel and tourism students, and business school students world wide.
Ch. 1 Introduction to segmentation 1
Ch. 2 Segmentation bases : panning for gold in the hospitality sector 17
Ch. 3 Niche marketing 31
Ch. 4 Niche marketing for hotel managers 45
Ch. 5 Relationship marketing 61
Ch. 6 Speical issues in segmentation 85
Ch. 7 The impact of marketing trends on segment selection 103
Ch. 8 The segmentation process 119
Ch. 9 Positioning strategy 145
Ch. 10 The impact of new technology on the hospitality industry 163
Ch. 11 Your segmentation battle plan : strategy and tactics 181

Axess
Axess

Taksit Taksit Tutarı Toplam Tutar
Tek çekim - 1200,45 TL
2 ay 600,23 TL 1200,45 TL
3 ay 422,16 TL 1266,48 TL
6 ay 220,08 TL 1320,50 TL
9 ay 153,39 TL 1380,52 TL
12 ay 120,05 TL 1440,54 TL

cardFinans
cardFinans

Taksit Taksit Tutarı Toplam Tutar
Tek çekim - 1200,45 TL
2 ay 600,23 TL 1200,45 TL
3 ay 422,16 TL 1266,48 TL
6 ay 220,08 TL 1320,50 TL
9 ay 153,39 TL 1380,52 TL
12 ay 120,05 TL 1440,54 TL

Bonus
Bonus

Taksit Taksit Tutarı Toplam Tutar
Tek çekim - 1200,45 TL
2 ay 600,23 TL 1200,45 TL
3 ay 422,16 TL 1266,48 TL
6 ay 220,08 TL 1320,50 TL
9 ay 153,39 TL 1380,52 TL
12 ay 120,05 TL 1440,54 TL

World
World

Taksit Taksit Tutarı Toplam Tutar
Tek çekim - 1200,45 TL
2 ay 600,23 TL 1200,45 TL
3 ay 422,16 TL 1266,48 TL
6 ay 220,08 TL 1320,50 TL
9 ay 153,39 TL 1380,52 TL
12 ay 120,05 TL 1440,54 TL

Maximum
Maximum

Taksit Taksit Tutarı Toplam Tutar
Tek çekim - 1200,45 TL
2 ay 600,23 TL 1200,45 TL
3 ay 422,16 TL 1266,48 TL
6 ay 220,08 TL 1320,50 TL
9 ay 153,39 TL 1380,52 TL
12 ay 120,05 TL 1440,54 TL

Paraf
Paraf

Taksit Taksit Tutarı Toplam Tutar
Tek çekim - 1200,45 TL
2 ay 600,23 TL 1200,45 TL
3 ay 422,16 TL 1266,48 TL
6 ay 220,08 TL 1320,50 TL
9 ay 153,39 TL 1380,52 TL
12 ay 120,05 TL 1440,54 TL

Kredi Kartı (Tek Çekim)
Kredi Kartı (Tek Çekim)

Taksit Taksit Tutar ı Toplam Tutar
Peşin - 1200,45 TL

Bonus, Maximum, Paraf, Cardfinans, Axess ve World özelliği olan tüm kartlar ile ödeme yapılabilir.