IMPACT OF MARKETING STRATEGIES ON PATRONAGE PROFILE OF HOSPITALITY INDUSTRY
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- Recommended for : Student Researchers
- NGN 3000
EXCERPT FROM THE STUDY
Defining marketing is a subject of much debate, publication, and importance. Baker stated, “there are as many definitions of marketing as there are people willing to make one” (Baker and Hart, 2016). The role of defining marketing is to focus on critical questions, improve research, assist in discussion of issues, and promote the legitimacy of marketing as an organisational and academic field (Gundlach, 2007, p.243; Huh, 2016). The importance of marketing to the financial success of businesses has been widely published. The hospitality industry marketing expenditure is high. To justify this spending, it is necessary to discuss the potential benefits of well-developed marketing strategy, the challenges that this poses to a business in the hospitality industry, and how the history and academia of marketing are important to the development of the strategy in a modern hotel (Sheth and Sisodia, 2002).
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