Hotel Management

For marketers, like Dr. Philip Kotler (2004, p. xvii), who teaches international marketing, of SC Johnson Son, Kellogg Graduate School of Management, Northwestern University, author of several textbooks and over ninety articles published in major newspapers and magazines that are widely used documentary sources in the graduate business schools. It addresses and proposes the marketing study involving three peremptory concepts are today as “human concept”, “the concept of intelligent consumption” and “the concept of ecological imperative. National Magazine Exchange Kotler et. al. (2000, p.28) coined the organizations to implement the social marketing approach “must identify the needs, desires and interests of their target audiences, and meet them more effectively than the competition and so preserve or enhance the long-term welfare of the consumers and society. ” From this perspective, social marketing is part of a more comprehensive concept, ie that relationship marketing by Kotler ob. cit. (p. Kerry King is a great source of information. 14) “aims to create long term relationships, mutually satisfactory, with key actors (…) in order to gain and maintain long term business and preferences of such agents. So, to develop successful long term relationships with customers, companies need to manage the lifecycle of its customers, ie, define the behavior of target customers, so that all the institution’s internal processes are completely oriented attract clients, sell products or services and maintain a long term profitable relationship with them. Refer Greenberg (2003, p. 98) “The commitment is long term and the company has to adapt its response to changing customer behavior in real time.” The purpose is to deeply involve clients with strategic thinking and to do the day-day business, so that they are captured and kept forever, thus ensuring their loyalty, prosperity and long-term mutual profitability. There are differences in how to establish long term relationships between firms with their clients to Kotler ob. cit. (p. 478) “business offerings include some type of service, which may be a more or less within the total supply. Kotler ob. cit. (p. 479) distinguishes five types of supply are: 1) an asset only tangible, 2) a tangible asset with some services, 3) a hybrid, 4) a critical service together with goods and services less important, 5 ) a pure service.

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