Segmentation Strategies for Hospitality Managers: Target Marketing for Competitive Advantage

Hardcover (Print)
Buy New
Buy New from BN.com
$122.27
Used and New from Other Sellers
Used and New from Other Sellers
from $34.00
Usually ships in 1-2 business days
(Save 75%)
Other sellers (Hardcover)
  • All (6) from $34.00   
  • New (2) from $128.57   
  • Used (4) from $34.00   

Overview

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:

  • positioning strategy
  • niche marketing
  • relationship marketing
  • marketing trends
  • technology’s 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.
Read More Show Less

Product Details

Table of Contents

  • Foreword (Desmond Henry)
  • Preface and Acknowledgments
  • Chapter 1. Introduction to Segmentation
  • Overview of the Hospitality Industry
  • Market Segmentation: An Overview
  • Segmentation Practices in the Hotel Industry
  • Niche Marketing
  • Advantages and Risks of Niche Marketing
  • Using Market Segmentation to Develop a Competitive Advantage
  • Summary
  • Exercises
  • Chapter 2. Segmentation Bases: Panning for Gold in the Hospitality Sector
  • Segmentation Bases Used in the Hospitality Industry
  • Your Customer Database
  • Summary
  • Exercises
  • Chapter 3. Niche Marketing
  • Introduction
  • The Ritz-Carlton Hotel Chain: World-Class Niche Marketing
  • Porter’s Strategy of Focus
  • Summary
  • Exercises
  • Chapter 4. Niche Marketing for Hotel Managers
  • Introduction
  • Segmenting Your Local Market
  • Market Trends
  • Segment Selection
  • Segmentation Bases
  • Selection Methods for Smaller Resort Hotels
  • Chapter 5. Relationship Marketing
  • Introduction
  • Strengths and Limitations of RM
  • Measuring Customer Relationships
  • Customer Relationship Management (CRM)
  • Summary
  • Exercises
  • Chapter 6. Special Issues in Segmentation
  • The Evolution of Market Segmentation
  • Summary
  • Exercises
  • Chapter 7. The Impact of Marketing Trends on Segment Selection
  • Major Marketing Trends
  • Future Trends
  • Environmental Scanning
  • Summary
  • Exercises
  • Chapter 8. The Segmentation Process
  • Segmentation As Part of a Target Marketing Strategy
  • Stage One: Market Segmentation
  • A Feedback Model of the Segmentation Process
  • Segmentation Research and Analysis Techniques
  • Stage Two: Segment Targeting
  • Patterns of Target Market Selection
  • Segmentation Selection and Strategic Fit
  • Using Guest Databases for Segment Selection
  • Stage Three: Segment Positioning
  • Summary
  • Exercises
  • Chapter 9. Positioning Strategy
  • Introduction
  • Components of Consumer Product Perceptions
  • Elements of Positioning
  • Methods of Positioning
  • Positioning Strategies
  • Effective Positioning
  • Branding and Positioning
  • Perceptual Mapping: A Positioning Tool
  • The Positioning Process
  • Summary
  • Exercises
  • Chapter 10. The Impact of New Technology on the Hospitality Industry
  • Technology As a Marketing Tool
  • Drivers of IT Change
  • Pitfalls and Liabilities
  • Summary
  • Exercises
  • Chapter 11. Your Segmentation Battle Plan: Strategy and Tactics
  • Your Strategic Segmentation Plan
  • Market Segmentation Audit
  • Summary
  • Exercises
  • References
  • Index
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)