Faculty & Research
Marketing Challenges for the Next Decade
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Vol 41 No 1
By: Chekitan S. Dev and Michael D. Olsen
Executive Summary: A 1998 think tank that examined marketing issues facing the hospitality industry for the next decade concluded that the information-technology function should be merged with marketing. The idea would be to create a knowledge-based marketing effort that assesses how and why customers purchase a service. While hospitality companies capture considerable data about their customers, those data are not always assembled into the necessary profiles that are useful for marketers. The knowledge-based marketing effort will also require more-educated employees, particularly since hospitality companies should be in constant contact with customers. Think tank participants recommended better control over the distribution channels, while at the same time recognizing that customers might want direct access to inventory. Guidelines are presented.
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- Marketing Challenges for the Next Decade By: Chekitan S. Dev and Michael D. Olsen
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