Includes index.

Introduction: What Am I Getting Myself Into? -- Location: Where Am I Going to Put This Place? -- Environmental Analysis: What Am I Up Against? -- Identifying Markets: Who Are My Customers and What Do They Want? -- Menu Development: What Should My Sales Kit Look Like? -- Pricing: What Should I Charge for This Stuff? -- Service: How Do I Get My Staff to Give the Right Amount of Attention? -- Other Income Streams: How Much Extra Stuff Can I Sell? -- Communications: How Do I Get on the Guest's Radar Screen? -- Technology: How Do I Surf My Way to Success? -- Marketing Plan and Budget: How Do I Figure Out What to Do and How Much It Will Cost?.

The complete guide to marketing for restaurant managers

How do I market my restaurant to prospective customers? Do loyalty programs really work? How do I communicate with my local newspaper to get the biggest " bang" for my marketing buck? By providing specific tools and methods tying marketing theory to practice, this concise, easy-to-use book provides restaurant and foodservice managers with answers to these marketing questions and many more.

Part of the Restaurant Basics Series, this hands-on resource offers a variety of material that is applicable to the day-to-day operation of a foodservice business, including strategies linking the location and design of a restaurant with its menu and pricing, as well as guidance on how to imple-ment a marketing plan and budget.

Patti J. Shock (Las Vegas, NV) is Associate Professor and Chair of the Tourism and Convention Department of the William F. Harrah College of Hotel Administration at the University of Nevada, Las Vegas. John T. Bowen (Las Vegas, NV) is Professor in the William F. Harrah College of Hotel Administration at the University of Nevada, Las Vegas. John M. Stefanelli (Las Vegas, NV) is Professor and Chair of the Food and Beverage Department of the William F. Harrah College of Hotel Administration at the University of Nevada, Las Vegas.