ormulating Strategic Marketing Direction for a Second-Tier Convention Center: The Hickory (North Carolina) Metro Convention Center

摘要

A strategic marketing study was done to provide insight on how to market the Hickory Metro Convention Center. A panel of experts provided their thoughts on the strengths and weaknesses of the Hickory convention product. They then offered points on the opportunities and threats the Hickory Center could encounter in the general environments. Five target markets were identified by the panel using the nominal group technique. A variety of suggestions were made by the panel for improving the Hickory convention product.