Book Description
Your most powerful marketing and management tool is a well-designed menu. Here is how to create one. A menu can make or break a restaurant. To be effective, it must be tailored to your business, help you make profit, and meet the expectations of your customers. This book tells you everything you need to develop a menu program that will ensure the profitability of your restaurant or other foodservice operation. Now in its third edition, Marketing by Menu takes you well into the twenty-first century, covering emerging new markets and the latest trends in home-food replacement services. Fully revised and updated, this edition shows you how to create daily and seasonal menus, catering menus, "healthy eating" programs, and other specialty menus directed at today's widely diverse clientele. You will get precise, step-by-step guidelines to menu layout and design, content development, and profit considerations—including marketing surveys, food costing and pricing, and menu item selection. Complete with work pages to practice the concepts involved, as well as a wealth of real-world examples from restaurants, hotels, and other foodservice operations across the United States and abroad, Marketing by Menu is a one-of-a-kind resource for managers and professionals in the foodservice industry.
Book Description
Authored by a well-known figure in the field.
- Overview chapters explore topics such as electronic marketing strategies, funding, budgeting, promotion, and advertising.
- Individual chapters address the differences involved in marketing different types of events.
- Examines future trends and key issues such as how to reach new event attendees.
- Includes appendices with sample forms, contracts, and more.
Download Description
Authored by a well-known figure in the field.
* Overview chapters explore topics such as electronic marketing strategies, funding, budgeting, promotion, and advertising.
* Individual chapters address the differences involved in marketing different types of events.
* Examines future trends and key issues such as how to reach new event attendees.
* Includes appendices with sample forms, contracts, and more.
Customer Reviews:
Didn't help me at all.......2007-06-12
$65 on a book that's only based on theory and didn't give any insights or executions to help get the job done. A compete waste of money when you can buy a better book for less than $20.
Very Useful and Easy to Follow.......2002-08-21
Event Marketing explores the promotions industry. Though it is a textbook, Hoyle delightfully surprises the reader by writing in a witty style. Why intimidate or bore the reader when you can engage them? Hoyle takes this obvious, but overlooked, premise and runs with it as he explains the events promotions business.
Like Michael Levine's Guerrilla PR: Wired, which also has case histories and strategies in how to promote events in a low-cost fashion, Hoyle seeks to turn a confusing and frantic arena into one that, like all other areas, is more easily understood once clear and discrete steps have been demonstrated. The personal examples at the end of each chapter only serve to add credibility and weight to Hoyle's words.
Raves for Event Marketing by Leonard H. Hoyle.......2002-06-27
When I began reading this book, I knew it was a textbook and expected the normal dry, wordy textbook in which information is buried under an avalance of prose. I was delighted to find a work that was clear, complete, informative, and interesting to read. I found that I looked forward to each chapter and subject. The information is presented in prose, lists of important topics, and highlighting of certain need-to-know material in such a way that cross-refencing and finding previously studied material are amazingly accessible. Added bonuses are the quotes before each chapter and the personal experiences at the end of each chapter.
The suggestions about organization, multitasking, and people management are so original and all-encompassing that I heartily recommend this book for everyone -- not only those interesting in planning events.
so helpful!!.......2002-05-29
The great insight on how to reach new event attendees was very helpful. I appreciated the variety of events that were mentioned in the book, along with the helpful appendice chocked full of information. Definitely a great purchase.
Book Description
The bible of the field. Easy-to-read and user-friendly, this book provides examples and applications that illustrate the major decisions hospitality marketing managers face in their efforts to balance objectives and resources against needs and opportunities in today's global marketplace. Real-world in focus, it reflects the authors' rich combination of both academic and international consulting experience in the hospitality and travel industries. An abundance of real-world examples and cases and experiential and internet exercises give readers extraordinary insight into marketing situations actually encountered on the job. Service Characteristics of Hospitality and Tourism Marketing. The Role of Marketing in Strategic Planning. The Marketing Environment. Marketing Information Systems And Marketing Research. Consumer Markets and Consumer Buying Behavior. Organizational Buyer Behavior of Group Market. Market Segmentation, Targeting, and Positioning. Designing and Managing Products. Internal Marketing. Building Customer Satisfaction through Quality. Pricing Products: Pricing Considerations, Approaches, and Strategy. Distribution Channels. Promoting Products: Communication and Promotion Policy. Promoting Products: Public Relations and Sales Promotion. Electronic Marketing: Internet Marketing, Database Marketing and Direct Marketing. Professional Sales. Destination Marketing. For Marketing Managers in any aspect of the hospitality and tourism industry.
Customer Reviews:
Good for college students.......2006-03-01
This book is exactly what I needed. I bought through Amazon because the shipping was free and it ended up being cheaper than my University bookstore. Recommend for any hospitality students that have to have this book.
great textbook.......2004-12-28
This is the texbook I had in college. It was and still is great, but for one...being a textbook ...it is more theoretical and two, it lacks certain areas. Nevertheless, it is very usefull. I would complement it with a book that I have recently read: Heads In Beds - hospitality and tourism Marketig by Ivo Raza. This is very practical and covers the areas that are missing from Kotler's textbook like Loyalty marketing, COOP with Touroperators, targeting travel agents, creating promotional materials, development, etc. Combined, both books truly give a complete overview of the complex travel indutry and should be the foundation for people studying or working in travel and tourism.
classic.......2004-09-03
Great book. The classic for anyone entering the industry. Complete and comprehensive. Great textbook for students and novices. Good for non marketing people. Good examples and highlights. I also recommend a new release: Heads In Beds. More practical than this one. With both you'd really know your stuff and make your boss happy.
wow!.......2001-08-11
The layout and format of this book was very easy to follow!
Great for Marketing Beginners.......2000-12-06
Kotler's Marketing for Hospitality and Tourism helps marketing beginners and people that are getting into the hospitality business. It demonstrates basic knowledge that can be applied to the business, great tool for working!
Book Description
In today's highly competitive market, many destinations - from individual resorts to countries - are adopting branding techniques similar to those used by 'Coca Cola', 'Nike' and 'Sony' in an effort to differentiate their identities and to emphasize the uniqueness of their product.
By focusing on a range of global case studies, Destination Branding demonstrates that the adoption of a highly targeted, consumer research-based, multi-agency 'mood branding' initiative leads to success every time.
* Includes five completely new chapters authored by brand consultants, destination marketers and academics, including Philip Kotler and Wally Olins.
* A more global coverage with new case studies and examples from the US, New Zealand, Australia and Asia.
* Considers the web as a channel of place branding/promotion and its effects on the industry
Customer Reviews:
The World of Destination Brands.......2007-10-21
After Destination Branding was first released it quickly became the branding bible for destination marketers and academics alike. Contributions by some of the world's leading destination branding experts such as Philip Kotler, Simon Anholt and Wally Olins have provided the second edition with some of the best in contemporary thinking on the subject. This edition introduced a number of new case studies that reflect the challenges of branding places in a variety of different market situations and lifecycle stages. I particularly enjoyed the inclusion of Shanghai which is destined to be one of the great destination brands of the 21st century.
Bill Baker - Author of Destination Branding for Small Cities
Book Description
The complete guide to marketing for restaurant managers
- How do I market my restaurant to prospective customers?
- Do loyalty programs really work?
- How do I communicate with my local newspaper to get the biggest "bang" for my marketing buck?
By providing specific tools and methods tying marketing theory to practice, this concise, easy-to-use book provides restaurant and foodservice managers with answers to these marketing questions and many more.
Part of the Restaurant Basics Series, this hands-on resource offers a variety of material that is applicable to the day-to-day operation of a foodservice business, including strategies linking the location and design of a restaurant with its menu and pricing, as well as guidance on how to imple-ment a marketing plan and budget.
Customer Reviews:
Way too basic if you have restaurant or marketing background.......2005-05-11
I have two issues with this book: First, the information is far too basic to be of use to anyone with even minimal restaurant and/or marketing experience. For instance, the authors use highlight boxes to define ultra-basic terms like "discount pricing" (even the definitions are obvious: "pricing ... to generate more customer traffic.")
The second problem I have is that the authors and publisher misrepresent what this book is about. If you look at the chapter titles, this book is nothing more than a simplistic how-to-open-a-restaurant book - yet they are selling it as a marketing guide for owners and managers.
Here's some examples of chapter titles - Does this sound like an oversimplified start-up guide?
Chapter 1: What am I getting in to?
Chapter 2: Location: Where am I going to put his place?
Chapter 4: Who are my customers?
Chapter 5: Menu Development
Chapter 6: How much do I charge for this stuff?
Unless you have zero business know-how and absolutely no restaurant experience this is DEFINITELY a book not to waste your money on.
Wow.......2004-03-18
This is a complete and comprehensive book, outlining and explaining every important detail or owning/managing a restaurant.
There is no other book available with the information this book contains. It is up to the minute with the newest technology available to the business.
If there is one book to get on this subject, this is it.
Restaurant Marketing.......2004-01-13
Restaurant marketing is ever-evolving and it takes staying on top of the latest restaurant marketing ideas and strategies to stay ahead of the competition. I recommend this book. Also visit www.quantifiedmarketing.com
Book Description
INCREASE OCCUPANCY, AVERAGE RATE AND REVENUE!
A step by step promotional guide for every lodging property operator. Dramatically increase your revenue by applying the principles of this book.
Today's rapidly changing tourist environment is creating many exciting opportunities for the small lodging property operator. However, many of these operators are finding it difficult to choose appropriate marketing strategies they can afford, at the same time impacting their bottom line. Hotel & Motel Sales, Marketing & Promotion wades through the complexities of filling guest rooms and helps to set any lodging property on the path to effective sales and marketing. Joe Wolosz demonstrates key factors that will focus your hotel or motel on higher profits.
Customer Reviews:
Great text book for students and experienced hotel executives.......2007-01-20
I have learned the basics of hotel business after 30 years experience in
hotel industry. A book to read over and over again when you need a new idea.
Results and more occupancy.......2006-04-22
This books is a must have for Hotel owners. It is very simple to complete a marketing plan and start the implementation. I readed many times and found new ways to improve the revenue and occupancy of the Hotel I manage. As a result of the initial plan 4 years ago the revenue has raised 50%. Thanks Joe Woslow.
ok but not great.......2005-04-15
I agree with another reviewer that this is a naive little book. I'd go as far as calling it simplistic. The point that I like is that it is not an academic theoretical tome, but practical. It does cover some basics, but nothing really that anyone with some experience in the field would not know anyway. The book it is being sold together with, Heads In Beds: Hospitality and Tourism Marketing, which is a book that I would wholeheartedly recommend. I just recently read it (it came out not too long ago) and it is on my reference shelf. Very complete without being daunting, with great examples, illustrations and a wide range of topics. That one is worth the price, truly a gem of a hospitality marketing book.
A must have for a Motel Owner.......2002-07-20
This easy reference book of the lodging industry was a refreshing look at the oldest industry known to mankind. The author took a simple look at the industry, applying his years of knowledge, and created an avenue to re-market our product (Motels) with a fresh new look on the technology industry. For someone who has been in the industry for a few years, the author made me re-think and re-evaluate my tarket market, especially after September 11th. He made me realize that technology really is the way to proceed with tomorrow. For my small 34 room property I have purchased a new system and have connected with the local visitors bureau. This was just the start. With the new economy looking for local travel, learning to cater to this market was a huge advantage. The author taught me the basics. I needed any advantage to proceed in this ever-changing econony. I highly recommend this book to any owner wanting to increase occupancy and take his share of the market in his nieghborhood.
What a great resource book!.......2002-07-12
As a real estate broker who deals specifically with hotels and motels, I find this to be a great book for my clients. Wether it be a 20 unit motel or a 120 unit hotel, this sales and marketing book is a great tool. I have presented this book to my clients during the initial phase, as we are looking at many different properties, to prepare them for what lies ahead and so that they can learn how to maximize the potential of their property to gain a wide customer base. I have also given the book to clients when we "close" the property so that they can learn different ways to maximize their income. Even when the clients have management experience this book can help with new ideas. I have received nothing but positive feedback from my clients on how this book has helped them and their success is my success!
Book Description
Now in its third edition, the best-selling text, Marketing in Travel and Tourism, explains the principles and practice of marketing as they are increasingly being applied in the global travel and tourism industry. Building on the success of previous editions, the authors have completely revised the text to reflect the changes in the travel and tourism industry in the 21st century.
International examples and case studies drawn from recent practice in several countries are used throughout the text. Case studies emphasising the role of ICT include: Microburners, Travel Inn (budget hotels), RCI Europe, the Balearic Islands, and ICT and the role of the Internet in international NTO strategies.
With its comprehensive content and user friendly style, Marketing in Travel and Tourism third edition takes the reader from an initial definition of the subject matter through to the application of marketing in the travel and tourism industry, discussing crucial components such as planning strategy and the marketing mix, making it an indispensable text for both students and practitioners alike.
Explains the concepts and principles of marketing
Extensive use of case histories and examples
A classic work of reference
Average customer rating:
- The Author's spelling is correct
- Proof reading is key!
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Restaurant Newsletters That Pay Off
Walter Mathews
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Restaurants That Work: Case Studies of the Best in the Industry
ASIN: 0471169129 |
Book Description
This book reveals one of the best-kept secrets of successful restaurateurs —regularly talking with their customers and would-be customers outside the restaurant through newsletters.
You'll find 50 examples of newsletters now being sent regularly by owners/managers of a wide variety of restaurant types —chain, independent, family, ethnic, health-food, and many more. Best of all, the newsletters are reproduced in near-actual size so that you can read what your peers are telling their readers!
Plus! You will pick up hundreds of ideas for promotions, new business opportunities, menus, employee relations, incentives, sponsoring community projects, and food and wine education —ideas so productive that some restaurateurs use no other advertising.
Restaurant Newsletters That Pay Off is a comprehensive guide to every aspect of newsletter publishing. If you are already using a newsletter, you'll see ways to improve it. If you've never been involved with a newsletter, this book will reassure you and have you putting one out in no time. You'll find everything you need to know to create, write, design, and distribute a newsletter that will strengthen your relationships with customers, develop their loyalty, increase public awareness of your restaurant, and, most importantly, boost sales.
"Our newsletter has become so established and so welcomed by our guests that it's as much a part of our product as the food and service." —Danny Meyer Union Square Cafe, New York City
"It's by far the single most effective advertising I use. Whenever I print an issue, I have to add an extra person to handle the additional bookings." —Andy Ayers Riddles Penultimate, University City, Missouri
"Our newsletter has paid for itself many times over." —Marley Majcher Abiento, Pasadena, California
As a restaurateur, you work hard to make a lasting impression on your guests in the hope that fond memories of a fine dining experience will keep them coming back for more. But memories fade, and your competitors work just as hard to become your customers' restaurant of choice. How can you help ensure that your restaurant is first in the customer's mind for that romantic evening, important business lunch, or special event?
Restaurant Newsletters That Pay Off
In this invaluable handbook you'll learn how to:
- Select editorial content that captures readers' attention
- Develop a brisk, engaging writing style
- Create an attractive design for your newsletter
- Build a mailing list of the people most likely to respond to your message
- Use and select among a variety of distribution options, including mail, fax, and the Internet
- Measure your newsletter's impact on business
Walter Mathews, creator and, for 20 years, publisher of Restaurant Briefing, the American Express restaurant newsletter, helps you decide on the look, length, tone, and frequency of your publication; negotiate with printers; build a mailing list; and more. More important, he shows you how to use your newsletter to get customers involved.
Customer Reviews:
The Author's spelling is correct.......2003-07-11
Just wanted to mention that the author's spelling of "Restaurateur" is CORRECT, instead of the all too common but incorrect Restauranteur as suggested by the previous reviewer of this book.
Proof reading is key!.......2002-11-12
I have gotten a lot out of this book. It has solid suggestions and the advice given is useful. However, perhaps the author might want to proof his own work, especially the cover. The sub title on the book, and it is viewable on the 'see larger photo' of jacket on this page, is 'How smart Restaurateurs' are using newsletters to build business' I would rather be a restauRANTeur than a restauRATeur!
Book Description
Marketing Hospitality has helped thousands of students gain the knowledge they need to meet the competitive challenges of the hospitality industry. Now this
Third Edition keeps the book in line with the latest developments in this rapidly changing field-with updated information, new case histories, and fresh examples drawn from a broad range of hospitality operations.
Combining marketing theory with a strong practical emphasis on industry applications,
Marketing Hospitality, Third Edition offers superior coverage of marketing as an integral part of operations, especially at the unit level. Beginning with an overview of hospitality marketing, products, and services, it guides readers through the basics of marketing research, segmentation, and targeting, as well as branding, distribution, location, pricing, and communication. A powerful feature of the book is its strong coverage of marketing planning and strategy, including clear step-by-step guidance on developing an effective marketing plan.
Easy to read and use,
Marketing Hospitality, Third Edition offers a complete set of valuable pedagogical tools to facilitate learning and further study, from chapter-end summaries, reviews of key words and concepts, and Internet resources to discussion questions and references.
As marketing becomes increasingly important to the success of today's businesses,
Marketing Hospitality, Third Edition gives future hospitality professionals an important career-building resource for virtually every area of the field.
Customer Reviews:
Interesting.......2007-03-28
The content is well done. Where I was quiet surprised was the printing quality of the book. Some letter can hardly be seen.
Book Description
Covers the major principles of marketing with a practical, applications oriented approach. This is a core marketing text specifically geared for the hospitality student. It covers the major principles of marketing with a practical, applications oriented approach, rather than traditional marketing texts found in the business programs that focus on a lot of theory.
- Includes coverage of tourism marketing
- Features new material on marketing technology and it's implications in the hospitality industry
- Offers international coverage
- Provides new, applications approach to the discipline of marketing
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