Adam Brandenburger’s

Adam Brandenburger’s

            Adam Brandenburger’s article presents anew view on marketing in the hospitality and tourism industry. It puts to question the various strategies used in marketing by hoteliers such as advertisements in media and their effectiveness. Marketing must focus on the accumulated benefit that individuals are likely to acquire from visiting a place. In contrast, most businesses focus on the services they provide. In analyzing this perspective, special consideration must be provided for products that are bilateral and or complimentary (Noble, 2010). Adam argues that showcasing products over benefits is like ‘a dog barking at an old tree’. Meaning there will be no benefits arising from the actions.

The 4C framework consists of the most valuable aspects of marketing, which include communication, consumer wants and needs, convenience, and costs. The 4Cs are useful in determining the success of a marketing or branding campaign (Blurry, 2020). Communication involves brand interactions with the consumer, and convenience involves understanding the availability of the product to the target audience. Finally, consumer wants, and need entails consideration of all desires of the individuals and how they can be achieved. At the same time, Costs involve analysis f the product values and costs to the consumer (Blurry, 2020). It also includes considerations of additional expenses. These considerations are essential when undertaking any marketing program.

A creative marketing strategy is crucial for any firm in the hospitality industry. Creativity ensures that information on products and services are readily available. On an individual basis, I have to learn creativity to sell myself for employment or to consumers. Creativity involves being able to perform duties extraordinarily. Besides, any new methodology of operation I use brings me closer to achieving my career goals. Thus, the creative strategy is a critical part of my growth and development.