Abstract
As currently practiced, hotel marketing is a diverse activity whose impact varies from one company to the next. Some firms rely on formal research, others on executive intuition; some give individual general managers the primary voice in formulating marketing plans, while others concentrate all of the marketing functions at the corporate level. Most of the executives interviewed in the preparation of this article feel that hotel marketing is still in its infancy — but, reflecting an optimism that seems to prevail in the industry, one notes: "When you consider that 25 years ago we had only a handful of sales executives, we're not doing all that badly for latecomers."
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