How Consumers Pick a Hotel (Hardcover)

Contents Preface Part I. Getting Ready Chapter 1. “How Do You Pick a Hotel?”: A Brief Look at Consumer Behavior Chapter 2. Strategic Planning and Implications Part II: Segmentation Strategies Chapter 3. Physical Attribute Segmentation Chapter 4. Behavioral Attribute Segmentation Chapter 5. Industrial Segmentation Part III: Translating Segmentation in Marketing Strategy Chapter 6. What Now? Chapter 7. Perceptual Mapping Chapter 8. Marketing Communications Chapter 9. Finally: Which Segmentation Technique? Appendix: Case Applications of Segmentation Introduction to the Cases Case 1: VALspeak and an Organization’s Culture Case 2: Typing Focus Groups for Product/Service Design Case 3: A Proprietary Segmentation Scheme What Do the Cases Tell Us? References Index