How Consumers Pick a Hotel: Strategic Segmentation and Target Marketing (Haworth Marketing Resources) - Hardcover

Winston, William; Cahill, Dennis J

Hardcover

ISBN 10: 078900139X ISBN 13: 9780789001399

Publisher: Routledge, 1997

Synopsis

Venture through the pages of How Consumers Pick a Hotel to learn the steps of selecting a target and using consumer behavior applications to segment the market to reach your target. Much as a consumer goes through the process of selecting a satisfying hotel, you can choose to use the information provided to make your hospitality career relaxing and satisfying. When you finish this fantastic reading journey, you’ll be prepared to offer services that meet the public’s demands, and you’ll possess the prerequisite knowledge and skills for developing your own strategic approach to a target market. As the many methods of segmentation are discussed in detail, you will also learn effective strategies for communicating with multiple segments.

Ideal as a supplementary text for marketing and hospitality marketing courses, How Consumers Pick a Hotel provides a concise overview of consumer behavior and intertwines marketing theory with sound ways in which to implement the theory. This will both orient you and give you a solid base for understanding the principles in question. You will quickly grasp the various methods of segmentation, and the book’s “real-life” segmentation schemes will teach you how to apply them in day-to-day business.

As the many methods of segmentation are discussed in detail, you will learn effective strategies for communicating with multiple segments. In the end, you will have acquired the prerequisite knowledge and skills for developing your own strategic approach to a target market. How Consumers Pick a Hotel is suitable both as a reference guide for practicing marketing managers and hospitality professionals who specialize in marketing and as a companion text for graduates and undergraduates who need to know the ABCs of target marketing. You’ll turn to it again and again for guidance and practical, easy suggestions!

About this title

Synopsis:

Provides a concise overview of consumer behavior, intertwining marketing theory with ways in which to implement the theory. Chapters address topics such as strategic planning and implications; physical, behavioral, and industrial segmentation; perceptual mapping; marketing communications; and choosing a segmentation technique. Concludes with three

About this edition

• Publisher: Routledge
• Publication date: 1997
• ISBN 10: 078900139X
• ISBN 13: 9780789001399
• Binding: Hardcover
• Edition number: 1
• Number of pages: 174