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Using an interactive format, it presents a total system for planning and executing successful restaurant and foodservice marketing. Begins with the Restaurant Fitness Test which gives readers a clear idea of where their business stands in relation to its true potential. Features tips on dealing with advertising and media. Contains strategies and specific tactics geared to winning big in hospitality and foodservice. Includes a wealth of case studies, authoritative articles, a comprehensive glossary of marketing terms plus a complete set of forms to duplicate and use in your business.

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• The Marketing Perspective: Don't Leave Home Without It!
• Marshmallow Marketing, General Patton, and the Mules 25
• Reasons Why You Need the Right Marketing Plan
• Know Thy Customers and Know Them Well
• The ATUs of Consumer Habits = The ABCs of Your Business
• Know Thyself...and How!
• Your Menu: Your Marketing Plan in Action
• Know Thy Enemy or Be Dead in the Water
• Don't Discard the Past--It Could Be Your Future
• Flying the Flag on the Fourth of July and Turning Green on March 17
• Demographics: Making the Numbers Turn Into Dollars
• Positioning: Thinking in Reverse to Get Into High Gear
• What It All Means: Analyzing the Data
• Marketing Programs: Where the Fun Really Is
• What Do I Pay? What Do I Get?
• Do It Right or Forget It
• Epilogue
• Glossary
• Appendices
• Index