1st Edition
How Consumers Pick a Hotel Strategic Segmentation and Target Marketing
174 Pages
by
Routledge
174 Pages
by
Routledge
180 Pages
by
Routledge
Also available as eBook on:
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... Read more
Contents
Preface
- Part I. Getting Ready
- Chapter 1. “How Do You Pick a Hotel?”: A Brief Look at Consumer Behavior
- Chapter 2. Strategic Planning and Implications
- Part II: Segmentation Strategies
- Chapter 3. Physical Attribute Segmentation
- Chapter 4. Behavioral Attribute Segmentation
- Chapter 5. Industrial Segmentation
- Part III: Translating Segmentation in Marketing Strategy
- Chapter 6. What Now?
- Chapter 7. Perceptual Mapping
- Chapter 8. Marketing Communications
- Chapter 9. Finally: Which Segmentation Technique?
- Appendix: Case Applications of Segmentation
- Introduction to the Cases
- Case 1: VALspeak and an Organization’s Culture
- Case 2: Typing Focus Groups for Product/Service Design
- Case 3: A Proprietary Segmentation Scheme
- What Do the Cases Tell Us?
- References
- Index
Biography
William Winston, Dennis J Cahill
