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Table of Contents

About the National Restaurant Association and the National Restaurant Association Educational Foundation

Acknowledgements

Features of the ManageFirst Books

Real Manager

1 - Introduction to Hospitality and Restaurant Marketing

2 - The Marketing Process in Restaurants

3 - Understanding the Market Environment

4 - Understanding Customer Behavior

5 - Preparing a Marketing Plan

6 - Setting Menu Prices

7 - Communication Channels

8 - Advertising and Sales

9 - Sales Promotions, Publicity, and Public Relations

10 - Menu Marketing

11 - Evaluating the Marketing Effort