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Restaurant Marketing for Owners and Managers

De (autor) , ,
en Limba Engleză Carte Paperback – 07 Nov 2003

Notă GoodReads:
"Resourceful companies have these strategies and tactics in place, and the entrepreneur would be well served to employ them from the start."
Bill Allen, Chief Executive Officer, Fleming’s Prime Steakhouse & Wine Bar and Roy’s Restaurants "The authors have done a great job of encapsulating . . . the ideas, issues, and ‘how–tos’ in order to develop and maintain a marketing campaign that has a high return on investment to the foodservice operator."
Rob Grimes, Chairman, Accuvia
"It flows beautifully and brilliantly and avoids . . . the obfuscations that litter so many books . . . in the industry."
Stephen Michaelides, President, Words, Ink., former editor of Restaurant Hospitality
Restaurant Marketing for Owners and Managers provides a concise treatment of how to use marketing to create a successful restaurant. Helpful in the day–to–day operations of every restaurant, this practical guide:
  • Ties theory to practice, complete with tools for implementation
  • Discusses how to develop a menu based on a restaurant’s location and design
  • Illustrates how to create a marketing plan and budget
  • Provides checklists and real–world examples
The Restaurant Basics Series provides restaurant owners and managers with expert advice and practical guidance on critical issues in restaurant operation and management. Written by leading authorities in their respective areas of expertise, these easy–to–use guides offer instant access to authoritative information on every aspect of the restaurant business and every type of restaurant independent, chain, or franchise.
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Specificații

ISBN-13: 9780471226277
ISBN-10: 0471226270
Pagini: 230
Dimensiuni: 152 x 240 x 16 mm
Greutate: 0.35 kg
Editura: Wiley
Locul publicării: Hoboken, United States

Public țintă

Restaurant managers in independent operations or franchise chains.

Textul de pe ultima copertă

"Resourceful companies have these strategies and tactics in place, and the entrepreneur would be well served to employ them from the start."
Bill Allen, Chief Executive Officer, Fleming’s Prime Steakhouse & Wine Bar and Roy’s Restaurants "The authors have done a great job of encapsulating . . . the ideas, issues, and ‘how–tos’ in order to develop and maintain a marketing campaign that has a high return on investment to the foodservice operator."
Rob Grimes, Chairman, Accuvia
"It flows beautifully and brilliantly and avoids . . . the obfuscations that litter so many books . . . in the industry."
Stephen Michaelides, President, Words, Ink., former editor of Restaurant Hospitality
Restaurant Marketing for Owners and Managers provides a concise treatment of how to use marketing to create a successful restaurant. Helpful in the day–to–day operations of every restaurant, this practical guide:
  • Ties theory to practice, complete with tools for implementation
  • Discusses how to develop a menu based on a restaurant’s location and design
  • Illustrates how to create a marketing plan and budget
  • Provides checklists and real–world examples
The Restaurant Basics Series provides restaurant owners and managers with expert advice and practical guidance on critical issues in restaurant operation and management. Written by leading authorities in their respective areas of expertise, these easy–to–use guides offer instant access to authoritative information on every aspect of the restaurant business and every type of restaurant independent, chain, or franchise.

Cuprins

Preface. 1. Introduction: What Am I Getting Myself Into?
2. Location: Where Am I Going to Put This Place?
3. Environmental Analysis: What Am I Up Against?
4. Identifying Markets: Who Are My Customers and What Do They Want?
5. Menu Development: What Should My Sales Kit Look Like?
6. Pricing: What Should I Charge for This Stuff?
7. Service: How Do I Get My Staff to Give the Right Amount of Attention?
8. Other Income Streams: How Much Extra Stuff Can I Sell?
9. Communications: How Do I Get on the Guest s Radar Screen?
10. Technology: How Do I Surf My Way to Success?
11. Marketing Plan and Budget: How Do I Figure Out What to Do and How Much It Will Cost?
Resources.
Index.

Notă biografică

PATTI J. SHOCK, CPCE, is a professor and Chair of the Tourism and Convention Department of the William F. Harrah College of Hotel Administration at the University of Nevada, Las Vegas. JOHN T. BOWEN is the Dean of the Conrad N. Hilton College of Hotel and Restaurant Management at the University of Houston where he also holds the Barron Hilton Distinguished Chair.
JOHN M. STEFANELLI, PhD, is a professor and Chair of the Food and Beverage Department of the William F. Harrah College of Hotel Administration at the University of Nevada, Las Vegas.