New restaurants open every day. The level of competition is constantly growing, and the consumer is becoming more and more sophisticated. Marketing, along with product and service, is becoming the most important direction of the restaurant's activity. The book of well-known restaurant marketers Gleb Orlov and Yakov Pak is a ready-made guide to improving the quality of marketing work in the hospitality industry. It describes in detail and clearly all aspects and nuances of building system marketing, from research and analytics to promotion and loyalty marketing. The authors generously share their original developments and techniques, such as three-dimensional positioning, the BBMS portfolio analysis model, tested in the course of their own practice and numerous consulting projects over the past 25 years.A feature of the book is the ability to access additional web content in the form of templates, instructions and videos.