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Books > Business & Economics > Industry & industrial studies > Service industries > Hospitality industry
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Hospitality Branding (Hardcover)
Loot Price: R3,797
Discovery Miles 37 970
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Hospitality Branding (Hardcover)
Series: Cornell Hospitality Management: Best Practices
Expected to ship within 18 - 22 working days
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In recent years the brand has moved squarely into the spotlight as
the key to success in the hospitality industry. Business strategy
once began with marketing and incorporated branding as one of its
elements; today the brand drives marketing within the larger
hospitality enterprise. Not only has it become the chief means of
attracting customers, it has, more broadly, become the chief
organizing principle for most hospitality organizations. The
never-ending quest for market share follows trend after trend, from
offering ever more elaborate and sophisticated amenities to the use
of social media as a marketing tool-all driven by the preeminence
of the brand. Chekitan S. Dev's award-winning research has appeared
in leading journals including Cornell Hospitality Quarterly,
Journal of Marketing, and Harvard Business Review. He is the
recipient of several major hospitality research and teaching
awards. A former corporate executive with Oberoi Hotels &
Resorts, he has served corporate, government, education, advisory,
and private equity clients in more than forty countries as
consultant, seminar leader, keynote speaker and expert witness.
Hospitality Branding brings together the most important insights
from the author's many years of research and experience, all in a
single, affordably priced volume (available in both print and eBook
formats). Skillfully blending the knowledge of recent history, the
wisdom of cutting-edge research, and promise of future trends, this
book offers hospitality organizations the advice they need to
survive and thrive in today's competitive global business
environment.
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