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. -- 15. Promoting products : advertising, direct marketing, and sales promotion. -- 16. Promoting products : public relations. -- 17. Professional sales. -- 18. Destination marketing. -- 19. Next year's marketing plan. -- Case studies.