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PART I: UNDERSTANDING THE HOSPITALITY AND TOURISM MARKETING PROCESS 1. Introduction: Marketing for Hospitality and Tourism 2. Service Characteristics of Hospitality and Tourism Marketing 3. The Role of Marketing in Strategic Planning PART II: DEVELOPING HOSPITALITY AND TOURISM MARKETING OPPORTUNITIES AND STRATEGIES 4. The Marketing Environment 5. Managing Customer Information to Gain Customer Insights 6. Consumer Markets and Consumer Buying Behavior 7. Organizational Buyer Behavior 8. Customer-Driven Marketing Strategy: Creating Value for Target Customers PART III: DEVELOPING THE HOSPITALITY AND TOURISM MARKETING MIX 9. Designing and Managing Products and Brands: Building Customer Value 10. Internal Marketing 11. Pricing: Understanding and Capturing Customer Value 12. Distribution Channels Delivering Customer Value 13. Engaging Customers and Communicating Customer Value and Advertising 14. Promoting Products: Public Relations and Sales Promotions 15. Professional Sales 16. Direct, Online, Social Media, and Mobile Marketing PART IV: MANAGING HOSPITALITY AND TOURISM MARKETING 17. Destination Marketing 18. Next Year’s Marketing Plan Short Retail Description