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How Consumers Pick a Hotel: Strategic Segmentation and Terget Marketing by Dennis J. Cahill,

'Despite its provocative title, this new book by Dennis J. Cahill is a serious review of many aspects of market segmentation marketing services and strategic design. Mr. Cahill uses the real consumer dilemma of selecting a hotel as a paradigm of consumer choice. He then discusses various theories describing how consumers make such decisions marketing services and what marketers can learn from this to improve their strategies. The discussion includes reviews of product introduction. Although not limited exclusively to services, virtually every example is drawn from the service industries, making this a good addition to the services literature.
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