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Publications [#227096] of Martha Reeves

Papers Published

  1. M. Reeves. "21c Museum Hotels: A Company Breaking Branding and Product Conventions." Journal of Brand Strategy 4:3 (2015): 243-250.

    Abstract This case study of 21c Museum Hotels introduces a new concept in hotel branding, that of combining three strong elements not formerly developed by boutique hotels: a first class restaurant, an art museum with large gallery spaces, and a deluxe hotel. The case discusses how the owners have branded this unconventional business, their differentiation strategies, their engagement with local communities, and how they have used a wide variety of marketing communication methods to engage potential customers. In addition, the article discusses challenges for the business.

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