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Book synopsis

Seminar paper from the year 2003 in the subject Tourism, printed single-sided, grade: 1,3 (A), University of Applied Sciences Worms (Tourism), course: WS 2003, 25 entries in the bibliography, language: English, abstract: In today s market place managers are constantly seeking to find the best ways to reach and serve their customers. Market segmentation, dividing the market into submarkets, and branding products and services plays a major part in marketing activities.Globalization is one of words used nowadays to describe the convergence of cultures. Cultures are believed to move closer together as a result of increased travel, better communication methods and enhanced transportation opportunities. Companies try to anticipate this change by offering standardized products to a global audience. Cultural differences are a logical barrier to standardization of the marketing strategies on a global scale. However, even on a national scale, there are many different types of consumers, who need to be treated differently. Market segmentation plays a major part in marketing, as all marketing activties depend on precisely defined and carefully choosen market segments.

Book details

Book category Books in English Lifestyle, sport & leisure Handicrafts, decorative arts & crafts

• Full title: Market Segmentation and Branding in the Hotel Industry
• Author: Nora Burkard
• Language: English
• Binding: Paperback
• Number of pages: 46
• EAN: 9783656085058
• ISBN: 3656085056
• ID: 01671910
• Publisher: Grin Publishing
• Weight: 73 g
• Dimensions: 210 × 148 × 3 mm
• Date of publishing: 19. December 2011

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