UID:
almafu_9959239448902883
Umfang:
1 online resource (377 p.)
ISBN:
1-136-61087-1
,
0-203-44855-3
,
1-299-48391-7
,
1-136-61088-X
Inhalt:
Discover the bridge between theory and applied research in the hospitality industryThe success of marketing programs is dependent on the knowledge of the trends in the marketplace. Handbook of Marketing Research Methodologies for Hospitality and Tourism is a comprehensive guide that clearly explains analyzing markets, utilizing qualitative and quantitative research methodologies, applying findings to market, development, and marketing strategies for the hospitality industry. The text contains detailed outlines and case studies of several types of research, including feasibility stu
Anmerkung:
Description based upon print version of record.
,
Pt. I. Research and methodologies -- Ch. 1. Defining marketing research, market analysis, and applications -- ch. 2. Primary and secondary research data -- ch. 3. Qualitative research -- ch. 4. Quantitative research -- Pt. II. Market analysis and assessment -- ch. 5. Integrative research -- ch. 6. Analyzing research findings and data -- ch. 7. Location analysis and site evaluation -- ch. 8. The design and components of a feasibility study -- ch. 9. Market assessment for development planning -- ch. 10. Assessing focal points and intuitive techniques -- Pt. III. Marketing research applications -- ch. 11. Marketing research and testing -- ch. 12. Applying research to marketing strategy selection -- ch. 13. Applying research to brand strategy -- ch. 14. Applying research to pricing strategy -- ch. 15. Applying research to customer service and quality initiatives -- Pt. IV. Planning and communications -- ch. 16. Preparing a research-based business review -- ch. 17. The strategic marketing planning process -- ch. 18. Effective presentation and communication of research findings -- Appendix I. Marketing intelligence information sources -- Appendix II. Marketing-related associations -- Appendix III. Top fifty U.S. research firms and web sites -- Appendix IV. Top twenty-five global research organizations and web sites.
,
English
Weitere Ausg.:
ISBN 1-138-83487-4
Weitere Ausg.:
ISBN 0-7890-3426-3
Sprache:
Englisch
DOI:
10.4324/9780203448557
