This essential book shows you how to design a strategic marketing plan for any brand, product, service, or business! It explains all of the major marketing disciplines-advertising, budgeting, promotions, pricing, Sales, database marketing, public relations, packaging, positioning, legal issues, and more. It also teaches you to conduct a marketing audit, provides helpful sample worksheets and forms and includes case examples, a glossary of marketing terms, and appendixes discussing sources of “ marketing intelligence†and professional marketing associations.
ABOUT THE AUTHOR Ronald A. Nykiel
Ronald A. Nykiel, PHD, is the Control N. Hilton Distinguished Chair and Professor of Hotel and Restaurant Management at he Conrad N. Hilton College at the University of Houston. He is also Chairman of the Hospitality Industry Hall of Honor and the publisher of the Hospitality Business Review. Dr. Nykiel began his career with IBM in human resources. He has held managerial positions in market research and strategic/ operational planning at Xerox and Marriott Corporation. He has been a senior officer of Holiday Corporation, serving in a development and strategic planning capacity. As a senior officer of Ramada Incorporated, Nestle’s Stouffer Hotel Company, and Grand Met’s Pearle In-corporated, he was responsible for all brand management and marketing functions world worldwide. Dr. Nykiel has addressed many corporate association groups and has lectured at the Harvard Graduate School of Business and other prestigious universities on subjects including corporate strategy, marketing, consumer behaviour, brand management, service excellence, and executive development topics. He has authored a number of books on business strategy, marketing, consumer behaviour, and service excellence, has contributed to a variety of journals, magazines, and other publications, and has appeared on national television and radio in the United States.
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