Restomarketing: from Chaos to System
Restomarketing: from Chaos to System
Book Description
New restaurants open every day. The level of competition is constantly growing, and the consumer is becoming more sophisticated. Marketing, along with the product and service, becomes the most important activity of the restaurant. The book by famous restaurant marketers Gleb Orlov and Yakov Pak is a ready—made guide to improving the quality of marketing work at hospitality industry enterprises. It describes in detail and clearly all aspects and nuances of building system marketing, from research and analytics to promotion and loyalty marketing. The authors generously share their original practices and techniques, such as three-dimensional positioning, the VMS portfolio analysis model, tested in the course of their own practice and numerous consulting projects over the past 25 years of work. A special feature of the book is the ability to access additional web content in the format of templates, instructions and videos.
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