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Professor Lauterborn is perhaps best known as one of the pioneers of Integrated Marketing Communication. He co-authored the best-selling book "Integrated Marketing Communication: Pulling It Together And Making It Work" (NTC,1993) in which he created the Four Cs model: Consumer, Cost, Convenience and Communication.
Here is how the 4Cs relate to hotels in 2014.
How do we adjust our room distribution strategies to safeguard and enhance profitability?
How can we expand our online presence, reach and exposure? It seems savvy hoteliers are ready to go to war and take what is theirs … Direct Sales Rules!