Includes bibliographical references and index.

1. Introduction : marketing for hospitality and tourism -- 2. Service characteristics of hospitality and tourism marketing -- 3. The role of marketing in strategic planning -- 4. The marketing environment -- 5. Marketing information systems and marketing research -- 6. Consumer markets and consumer buying behavior -- 7. Organizational buyer behavior of group market -- 8. Market segmentation, targeting, and positioning -- 9. Designing and managing products -- 10. Internal marketing -- 11. Building customer loyalty through quality -- 12. Pricing products : pricing considerations, approaches, and strategy -- 13. Distribution channels -- 14. Promoting products : communication and promotion policy and advertising -- 15. Promoting products : public relations and sales promotion -- 16. Professional sales -- 17. Electronic marketing : Internet marketing, database marketing, and direct marketing -- 18. Destination marketing -- 19. Next year's marketing plan.

"Philip Kotler, one of the world's foremost authorities on marketing, along with hospitality marketing experts John Bowen and James Makens bring their knowledge of the industry to the pages of Marketing for Hospitality and Tourism, Fourth Edition. The authors' understanding of the industry provides for a very readable and extremely practical text. The text has been both updated and refined over four editions. Introductory students and experienced managers alike will find this book a useful tool, providing a strong foundation for hospitality marketing decision-making and know-how." "Whether you are in marketing, sales, human resource management, food and beverage management, front of the house or back of the house operations, or general management, you are involved in marketing. This book takes an integrative approach to marketing - explaining the how and why of everyone's role in marketing."--BOOK JACKET.