December 2014
Beginner to intermediate
706 pages
24h 45m
German
Content preview from Marketing-Management in der Hotellerie, 3rd Edition
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1 Organisation und Umsetzung von Marketingprogrammen
Der Umsetzungserfolg kundenorientierter Dienstleistungskonzepte hängt im Wesentlichen von einer strategieadäquaten Integration und Koordination von Struktur-, System- und Kulturelementen ab. Diese sich einander ergänzenden Steuerungsansätze zur Sicherstellung von Dienstleistungsqualität bedürfen, je nach Dienstleistungstypus, Interaktionsniveau und Individualisierungsgrad der Leistung eines differenzierten Einsatzes im Rahmen eines integrierten Gesamtsystems (Meffert 1994, S.532f.). Organisationaler Reflex eines dienstleistungsspezifischen Marketingkonzeptes in der Hotellerie sind demzufolge Entscheidungen über die Potenzial- und Aktionsstruktur des Hotelunternehmens im Zuge aufbau- und ablauforganisatorischer ...
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