PART I: UNDERSTANDING THE HOSPITALITY AND TOURISM MARKETING PROCESS Introduction: Marketing for Hospitality and TourismService Characteristics of Hospitality and Tourism MarketingThe Role of Marketing in Strategic PlanningPART II: DEVELOPING HOSPITALITY AND TOURISM MARKETING OPPORTUNITIES AND STRATEGIES The Marketing EnvironmentMarketing Information Systems and Marketing ResearchConsumer markets and Consumer Buying BehaviorOrganizational Buyer Behavior of Group MarketMarket Segmentation, Targeting, and PositioningPART III: DEVELOPING THE HOSPITALITY AND TOURISM MAKRETING MIX Designing and Managing ProductsInternal marketingPricing Products: Pricing Considerations, Approaches, and StrategyDistribution ChannelsPromoting Products: Communication and Promotion Policy and AdvertisingPromoting Products: Public Relations and Sales PromotionProfessional SalesDirect and Online Marketing: Building Customer RelationshipsPART IV: MANAGING HOSPITALITY AND TOURISM MARKETING Destination MarketingNext Year's Marketing Plan
