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Hospitality Branding$
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Chekitan S. Dev

Print publication date: 2012

Print ISBN-13: 9780801452031

Published to Cornell Scholarship Online: August 2016

DOI: 10.7591/cornell/9780801452031.001.0001

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Hospitality Marketing and Branding: Past and Future

Hospitality Marketing and Branding: Past and Future

(p.2) (p.3) Chapter One Hospitality Marketing and Branding: Past and Future
Hospitality Branding

Chekitan S. Dev

Cornell University Press

This chapter discusses the evolution of hospitality marketing over the past fifty years by reviewing key marketing developments by decade, particularly as seen through the pages of the Cornell Hospitality Quarterly. In the 1960s, developments in technology and marketing drove rapid changes in the hospitality industry. The founding and development of several national hotel chains brought on new standards and dramatically increased competition. From a marketing perspective, promotion was the prevailing theme. In the 1970s, product development and market research were the predominant themes. The trends in the 1980s were revenue management and brand development. The 1990s focused on customer satisfaction and loyalty. In the 2000s, the predominant theme was web marketing, followed by data-driven marketing in the 2010s. The chapter closes by exploring the possibilities that the next decade offers.

Keywords:   hospitality marketing, promotion, product development, market research, revenue management, brand development, customer satisfaction, web marketing, data-driven marketing

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