In a  recent article in Caterer & Hotelkeeper, Peter Hancock, Chief Executive of Pride of Britain said that ‘there is no such thing as succeeding in marketing because the job is never completed’ and advocated that ‘tracked sales is the icing on the cake’. He explained that ‘you devise initiatives, try them out, then improve or [...]

Marketing has traditionally been defined as the 4 P’s i.e. product, price, place, promotion. With the growth of Revenue Management, much of the responsibility for price and place now sit in this function. Marketing has always had limited involvement with the product, often being ‘presented’ with the product by Operations.
That leaves Marketing only being responsible [...]