Meaning of Marketing in Travel and Tourism -- Introducing travel and tourism -- Introducing marketing: the systematic thought process -- special characteristics of travel and tourism marketing -- dynamic business environment: factors influencing demand for tourism -- dynamic business environment: individual motivations and buyer behaviour -- Understanding the Marketing Mix in Travel and Tourism -- marketing mix for tourism services -- Market segmentation for travel and tourism markets -- Product formulation in tourism -- role of price in the marketing mix -- Planning Strategy and Tactics for Travel and Tourism Marketing -- Information and communications technology and tourism marketing -- Marketing research: the information base for effective marketing -- Planning marketing strategy -- Planning marketing tactics -- Planning marketing campaigns: budgeting and measuring performance -- Using the Principal Marketing Tools in Travel and Tourism -- Advertising and public relations -- Sales promotion, merchandising and personal selling -- Brochures, other print and electronic information -- Distribution channels in travel and tourism: creating access -- Direct marketing -- Applying Marketing in the Travel and Tourism Industry -- Marketing countries as tourism destinations -- Marketing visitor attractions -- Marketing passenger transport -- Marketing accommodation -- Marketing inclusive tours and product packages -- Case Studies of Marketing Practice in Travel and Tourism -- Travel Inn: a strategy for market development, market leadership and branding in the budget hotel sector -- Longlands at Cartmel: an innovative Internet marketing strategy for a pioneering micro-business -- RCI Europe: marketing for a timeshare exchange company.