Marketing Management for the Hospitality Industry: A Strategic Approach
April 1997, ©1997
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Allen Z. Reich is a master of strategic market management. With over 30 years' experience in both hotels and restaurants, he has served in almost every management position, from chef and owner of several restaurant concepts, to industry corporate posts and hotel sales and marketing. Presently, he teaches in the prestigious hospitality management program at Virginia Polytechnic Institute and State University, having taught for five years at the Conrad Hilton College of Hotel and Restaurant Management, University of Houston. He is author of The Restaurant Operator's Manual and a consultant specializing in strategic and marketing planning, repositioning, and turnarounds. His writings and expertise have brought him recognition as a top industry expert witness and board member of several hospitality corporations.