Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
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investment that can contribute to intangible assets of the hotel firms. To realize that marketing outlays can be a part 
of the intangible assets is brand new information to the hospitality managers, analysts and investors. This 
information can be utilized by these professionals by carefully assessing marketing outlays to correctly allocate 
them to enable optimized future returns. Furthermore, managers should be confident with marketing outlays’ ability 
to generate future returns when properly employed.