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dc.contributor.authorCunningham, Mark W.
dc.contributor.authorDev, Chekitan S.
dc.date.accessioned2020-09-12T21:04:24Z
dc.date.available2020-09-12T21:04:24Z
dc.date.issued1992-08-01
dc.identifier.other7918747
dc.identifier.urihttps://hdl.handle.net/1813/71711
dc.description.abstractJust as a football team uses an end run to by-pass the defense, the “Tom Bodett” radio campaign effectively made an end run around the lodging competition by cutting through clutter with an appropriate message. Here's how that campaign was researched, planned, implemented, and measured.
dc.language.isoen_US
dc.rightsRequired Publisher Statement: © Cornell University. Reprinted with permission. All rights reserved.
dc.subjectlodging industry
dc.subjectmarketing campaign
dc.subjectmarketing
dc.subjectcompetitive strategy
dc.subjectMotel 6
dc.subjectTom Bodette
dc.titleStrategic Marketing: A Lodging “End Run”
dc.typearticle
dc.description.legacydownloadsDev93_Strategic_marketing.pdf: 242 downloads, before Aug. 1, 2020.
local.authorAffiliationCunningham, Mark W.: Marketing & Research Partners
local.authorAffiliationDev, Chekitan S.: csd5@cornell.edu Cornell University School of Hotel Administration


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