How Consumers Pick a Hotel (Paperback)

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