Magazine article Marketing

MARKETING MIX: Pen Portrait - Richard Coates, Best Western Hotels

Magazine article Marketing

MARKETING MIX: Pen Portrait - Richard Coates, Best Western Hotels

Article excerpt

Richard Coates is director of marketing and strategic planning, Best Western Hotels. Coates joined the firm in August 2000 as marketing director and took on responsibility for strategic planning in August 2001.

Ooh, I like this one. A positive attitude - 'we can do it, we can do it, we can do it' - screams out of his writing. This is a first-class motivator of others. This guy's team will go far (all that enthusiasm and optimism must be infectious).

Unlike most other people, his writing becomes both faster and more detailed as he goes on. This is someone who really needs a deadline - and the closer it gets the more focused he becomes.

The writing is beautifully positioned on the page. What an eye for layout and design this guy has.

And just look at the small size of that personal pronoun. As there is only one example of this I find difficulty in deciding whether it is a sign of personal modesty or a spot of posturing. …

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