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Copyright: 2021
Pages: 40
Source title: Strategic International Restaurant Development: From Concept to Production
Source Author(s)/Editor(s): Angelo A. Camillo (Sonoma State University, USA)
DOI: 10.4018/978-1-7998-4342-9.ch012

Keywords: Business & Management / Business Science Reference / Global Business / Hospitality, Travel, and Tourism Management

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Abstract

This chapter discusses several topics within the marketing discipline, from preparation and execution of a marketing plan and media plan to sales strategies for food and beverage products, services, and events. It offers the reader a broad understanding of sales and marketing in general, explains restaurant marketing's definition of the four Ps of marketing, eight Ps of restaurant marketing, emphasizes marketing strategic activities, and explains the concept of restaurant revenue management. It discusses a pricing strategy within the scope of a marketing plan development.

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