Marketing Practice in the Hotel and Catering Industry

Through inter-related case studies, activities and projects, John Shepherd presents an insight into how managers apply the principles of marketing in practice; using marketing as a tool to integrate the operational areas to achieve optimum profitability and consumer satisfaction. The sections include consumer orienation, market research and planning, promotion, pricing and profit planning. Case studies and activities from actual research and consultancy projects have been applied to a fictitious hotel to enable the essential aspects of marketing to be related and integrated in the mind of the reader. The book is aimed at students studying for the TEC Ordinary and Higher Diploma and for those taking degree courses, directed towards the hotel and catering industry. It should also be of value to employers who have mangerial responsibility for operating a catering unit and who wish to familiarize themselves with and acquire the practical skills of marketing.