Introduction: marketing for hospitality and tourism -- Service characteristics of hospitality and tourism marketing -- The role of marketing in strategic planning -- The marketing environment -- Marketing information systems and marketing research -- Consumer markets and consumer buying behavior -- Organizational buyer behavior of group market -- Market segmentation, targeting and positioning -- Designing and managing products -- Internal marketing -- Building customer loyalty through quality -- Pricing products: pricing considerations, approaches, and strategy -- Distribution channels -- Promoting products: communication and promotion policy and advertising -- Promoting products: public relations and sales promotion -- Electronic marketing: Internet marketing, database marketing, and direct marketing -- Professional sales -- Destination marketing -- Next year's marketing plan.