Publications

Every foodservice operation must offer high quality menu items and provide excellent service to its guests, but these factors are not enough to ensure an operation’s long-term success. All operators must also be able to communicate their product and service offerings to their current and potential customers if they hope to grow their businesses. Effective marketing is the process foodservice operators utilize to do just that. Marketing is the process used by businesses to inform potential customers about what is being offered for sale, and most importantly, why customers should buy from them. This book was written to address the important information, and the essential marketing tools, today’s foodservice operators need to utilize to be successful in promoting their operations.

This extensive how-to guide embodies the spirit of hospitality and its role in the success of every type of foodservice operation. The book addresses industry trends, technology advancements, increased emphasis on the social responsibility of sustainability and other recent developments in the industry. It explains new digital marketing strategies with step-by-step guidelines to respond professionally to all feedback on social media sites. Each chapter has a technology-focused element to help managers improve daily operations. These features include tips and provide awareness to internet-based tools that successful managers use to enhance their businesses, extend their company’s presence, and maximize profitability.

This popular advanced-level textbook was developed to examine and explain what revenue managers (RMs) in the hospitality industry must know and do to be successful. Revenue management is a continually evolving field of study. Because that is true, there are some honest differences of opinion about what revenue management actually is and what it will become in the future. This book addresses all of those differences. Despite some honest diversity of opinion among professional revenue managers, all of them would agree that one very good way to describe the goal of effective revenue management to say that it is to charge “the right price, to the right customer, for the right product, through the right channel, at the right time.” Doing that well is not as easy as it looks, and as experienced RMs will attest, it doesn't look all that easy. This book was developed to teach its readers what professional revenue management entails and how it is best implemented to optimize a hotel's long-term profitability.