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It also exemplifies how pro-environmental business practices can co-exist with a firm’s profit objectives.
• Set in a service context, the case may be used in both basic and more advanced marketing courses, in discussions on services marketing, hotel management, branding, and promotion management.
• On promotion management, the case shows how various promotion strategies and tools of the promotion mix can be applied in practice. In particular, the case illustrates how a well designed marketing program can result in successful branding, even when little advertising is employed.
• In discussing brand management, the case provides practical examples of marketing concepts such as corporate branding, sub-brands, and brand extension strategies...
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