Table of Contents

PART I: UNDERSTANDING THE HOSPITALITY AND TOURISM MARKETING PROCESS1. Introduction: Marketing for Hospitality and Tourism2. Service Characteristics of hospitality and Tourism Marketing3. The Role of Marketing in Strategic Planning PART II: DEVELOPING HOSPITALITY AND TOURISM MARKETING OPPORTUNITIES AND STRATEGIES4. The Marketing Environment5. Marketing Information Systems and Marketing Research6. Consumer markets and Consumer Buying Behavior7. Organizational Buyer Behavior of Group Market8. Market Segmentation, Targeting, and Positioning PART III: MANAGING HOSPITALITY AND TOURISM MARKETING9. Destination Marketing10. Next Year's Marketing Plan PART IV: DEVELOPING THE HOSPITALITY AND TOURISM MAKRETING MIX11. Designing and Managing Products12. Internal marketing13. Pricing Products: Pricing Considerations, Approaches, and Strategy14. Distribution Channels15. Promoting Products: Communication and Promotion Policy and Advertising16. Promoting Products: Public Relations and Sales Promotion17. Professional Sales18. Direct and Online Marketing: Building Customer Relationships