Describes the process of marketing planning adopted by the corporate headquarters of a chain of 22 different hotels. The question arises whether it is possible to standardize the planning process, so that individual marketing strategies are developed for each hotel unit. This approach contrasts with the company's standardized product / market strategy in some other hotel chains.
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by Christopher Lovelock, Robert J. Kopp Source: Harvard Business School 16 pages. Publication Date: March 1, 1981. Prod. #: 581114-HCB-ENG
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