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Think like spacemen' urges the author in this prophetic and practical book. The hotel industry is moving into the space age along with the rest of civilization and as society changes, the requirements of hotel guests and restaurant customers are changing too. Melvyn Greene looks at these changes and assesses their implications for the industry in order to help hoteliers to plan into the '90s.
There is also a pun intended. Hoteliers should look at their available space and use it more creatively, in ways that are perhaps unusual and certainly profitable. The author provides examples of how various hotels have done this successfully and gives down-to-earth advice on how to turn space into profit in the here and now. This is a book about how to break the 'threshold barrier' in order to bring more people into hotels more often - and how to make sure that they like the hotel so much that they come back, not once, but again and again.
The book is based on Melvyn Greene's extensive personal experience in the hotel and restaurant business in many countries. It is full of commercial wisdom but is written in a style that is easy to read and entertaining. The many characters, both fictitious and real, that people its pages - Lord Empathy, Ms. Sheraton-Hilton, Jack the Problem Solver and the knowledgeable hooker - all have something valuable to contribute.
Contents include: Main Aspects of Successful Marketing: Redefining Markets: Market Segmentation over the Next Decade: What Motivates People to Buy: Sales Action Plans: Increasing In-house Sales: Improving Sales Techniques: New Forms of Selling: The Threshold Barrier.
There are checklists of marketing do's and don't's, together with witty and instructive illustrations. The book is wide-ranging and international in its coverage, intended not only for hoteliers but also for restaurateurs and executives in all forms of commercial catering and food service in the UK, the USA, and throughout the world.
To quote from Sir Maxwell Joseph's foreword: 'His writings show he is an original thinker - a rare quality nowadays. The book is written in a very readable style and covers the full process of marketing right through to sales techniques."
Melvyn Greene has specialized as a management consultant in the hotel and food service industries since 1961. He is extremely well known in Britain, Continental
Europe and by a number of major American groups,
particularly those with hotels outside America. With his
consulting firms he has worked for virtually every
British hotel group quoted on the London Stock Exchange. His firms services cover the full range from hotel by studies, marking reports, food concepts, design and planning of food and beverage operations.
Melvyn Greene is a Fellow of the Institute of Chartered Accountants, a Fellow of the Hotel, Caring and Institutional Management Association, a member of the Institute of Marketing, and a Founder Fellow of the Tourism Society. He is a well-known public speaker, in the hotel usually on the subject of marketing trends and food service industries.
Nowadays he specializes in advising companies on strategy, and introducing Willing Buyers to W Sellers, usually on large hotel deals above 2 million dollars. Although he enjoys writing, he is essentially a practical person and spends most of his time actually working in hotels.
There is also a pun intended. Hoteliers should look at their available space and use it more creatively, in ways that are perhaps unusual and certainly profitable. The author provides examples of how various hotels have done this successfully and gives down-to-earth advice on how to turn space into profit in the here and now. This is a book about how to break the 'threshold barrier' in order to bring more people into hotels more often - and how to make sure that they like the hotel so much that they come back, not once, but again and again.
The book is based on Melvyn Greene's extensive personal experience in the hotel and restaurant business in many countries. It is full of commercial wisdom but is written in a style that is easy to read and entertaining. The many characters, both fictitious and real, that people its pages - Lord Empathy, Ms. Sheraton-Hilton, Jack the Problem Solver and the knowledgeable hooker - all have something valuable to contribute.
Contents include: Main Aspects of Successful Marketing: Redefining Markets: Market Segmentation over the Next Decade: What Motivates People to Buy: Sales Action Plans: Increasing In-house Sales: Improving Sales Techniques: New Forms of Selling: The Threshold Barrier.
There are checklists of marketing do's and don't's, together with witty and instructive illustrations. The book is wide-ranging and international in its coverage, intended not only for hoteliers but also for restaurateurs and executives in all forms of commercial catering and food service in the UK, the USA, and throughout the world.
To quote from Sir Maxwell Joseph's foreword: 'His writings show he is an original thinker - a rare quality nowadays. The book is written in a very readable style and covers the full process of marketing right through to sales techniques."
Melvyn Greene has specialized as a management consultant in the hotel and food service industries since 1961. He is extremely well known in Britain, Continental
Europe and by a number of major American groups,
particularly those with hotels outside America. With his
consulting firms he has worked for virtually every
British hotel group quoted on the London Stock Exchange. His firms services cover the full range from hotel by studies, marking reports, food concepts, design and planning of food and beverage operations.
Melvyn Greene is a Fellow of the Institute of Chartered Accountants, a Fellow of the Hotel, Caring and Institutional Management Association, a member of the Institute of Marketing, and a Founder Fellow of the Tourism Society. He is a well-known public speaker, in the hotel usually on the subject of marketing trends and food service industries.
Nowadays he specializes in advising companies on strategy, and introducing Willing Buyers to W Sellers, usually on large hotel deals above 2 million dollars. Although he enjoys writing, he is essentially a practical person and spends most of his time actually working in hotels.