Marketing Review - Spring 2008 - (Page 7)

›› MARVIN J. CETRON, PH.D. is the founder and CONTRIBUTORS president of Forecasting International of Falls Church, Virginia and is one of the foremost forecasters-futurists in the world. He has consulted for more than 300 of the Fortune 500 companies, 200 professional and academic associations, 17 foreign governments, and many branches of the U.S. government. He has been a consultant to the White House in both Republican and Democrat administrations. He can be reached at marglo@tili.com. Ten Trends Now Shaping the Future of Hospitality, page 20. STEPHEN C. MORSE, PH.D. is an economist, pro- fessor, and director of the Tourism Institute, in the Department of Retail, Hospitality, and Tourism Management, at the University of Tennessee, Knoxville. Dr. Morse tracks and analyzes economic trends including hospitality and tourism consumer demand trends; hotel, lodging and restaurant trends; employment and hospitality tax issues; and cost and revenue management practices in the hospitality industry. Research publications on these subjects and economic trends for 95 counties in Tennessee are available at the Tourism Institute Web site: www.utk.edu/ tourism. Dr. Morse teaches hospitality Revenue Management and Price Theory at both the undergraduate and graduate levels. He is a member of HSMAI’s Revenue Management Special Interest Group, and has had experience working in the lodging, restaurant, and attractions industry. He earned his doctorate from The University of Tennessee. Dr. Morse’s contact information: (865)974-6249, or smorse@utk.edu. WARREN T. JAHN, JR., PH.D. is a revenue manage- brands. He is also an adjunct professor for Strayer University and DeVry University where he teaches hospitality management courses. He previously worked as a revenue management analyst for the Crowne Plaza Knoxville, and as a research analyst in the Tourism Institute at the University of Tennessee. He is a member of HSMAI’s Revenue Management Special Interest Group and has served as a member of the revenue management sub-committees assisting in the development of the Certified Revenue Management Executive (CRME) credentials program and membership development. He earned a doctorate from The University of Tennessee and was awarded an academic merit scholarship by HSMAI in 2006. Dr. Jahn’s contact information: (770)604-8096; warren.jahn@ ihg.com. Co-authored with Dr. Stephen Morse: Turning the 2008 Consumer Tax Rebates into Hospitality and Travel Sales: Strategies for Sales, Marketing, and Revenue Managers, page 32. TARYN SCHNEIDER, and pet care, with a common thread being an emphasis on fresh, practical insights. She also has developed creative strategies and campaigns to build awareness and business for financial, hospitality, and health care industry clients. She can be reached at rktierney@earthlink.net. The Lure of Lore: Connecting with Customers Through a Unique Brand Story, page 46. JOHN BUCHANAN is a ment training consultant in the Global Revenue Management Division of InterContinental Hotels Group (IHG) in Atlanta. Dr. Jahn is a member of IHG’s corporate revenue management team developing revenue management training programs for IHG affiliated properties and SPRING 2008 • HSMAI MARKETING REVIEW president of Taryn Schneider Communications, has 25 years of hospitality, travel, and tourism experience as a writer, editor, and marketing communications specialist. For the past 15 years, she has worked on behalf of a select group of clients requiring highly specialized communications services, promotions, writing, publishing, and special events. She began her career as a writer and editor for Travel Agent magazine, and spent the next decade working in a diverse range of travel publishing, television producing, and journalistic endeavors. Her articles have appeared in both travel consumer and trade publications. Her email address is taryn@tarynschneider. com. 25 Extraordinary Minds in Hospitality Sales and Marketing, page 40, and HSMAI Best of Show & Platinum Awards: 2007 Adrian Awards Competition Case Studies, page 65. ROBIN TIERNEY is a free- veteran, award-winning newspaper reporter and magazine writer whose work has appeared in more than 100 publications. He covers hospitality-related issues regularly for national magazines such as The Conference Board Review, Procurement.Travel, Corporate & Incentive Travel, Insurance & Financial Meetings Management, Association Conventions & Facilities, Executive Traveler and Workforce Management. He also covers consumer travel for luxury lifestyle magazines including Ranch & Coast and AVENTURA. He can be reached at jtwg50@yahoo.com. How Technology Affects the Connection Between Hospitality Marketers and Meeting Planners, page 58. JANICE MAYO brings lance writer and advertising creative consultant based in Washington, D.C. Her article subjects span marketing, travel, finance, education, more than 20 years of expertise in management, branding, corporate marketing, and creative services to OnRequest Images, where she leads the company’s operations. Prior to joining OnRequest Images, Mayo headed marketing and creative services for Vertis where, in less than five years, she built a brand that was named one of The Most Admired Companies in America by Fortune Magazine. Formerly president of Foote, Cone and Belding Direct, and owner of her own advertising agency, Mayo has developed and managed marketing and advertising strategies for blue-chip clients nationally and internationally. A recognized expert in direct marketing. Mayo is a sought-after speaker and has published numerous articles on technology applications in direct response marketing. Building Five Star Imagery, page 94. 7 http://www.utk.edu/tourism

Table of Contents Feed for the Digital Edition of Marketing Review - Spring 2008

HSMAI Marketing Review - Spring 2008 Contents COLUMN: The Online Marketer COLUMN: Success Stories COLUMN: Guest Column Ten Trends Now Shaping the Future of Hospitality Turning the 2008 Consumer Tax Rebates into Hospitality and Travel Sales 25 Extraordinary Minds in Hospitality and Travel Sales and Marketing The Lure of Lore: Connecting with Customers Through a Unique Brand Story A Careful Balancing Act A Meaningful Relationship: How Technology Affects the Connection Between Hospitality Marketers and Meeting Planners SPECIAL SECTION: The 2007 HSMAI Adrian Awards Building Five Star Imagery

Marketing Review - Spring 2008

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