Understanding the hospitality and tourism marketing process : -- Introduction: marketing for hospitality and tourism -- Service characteristics of hospitality and tourism marketing -- The role of marketing in strategic planning -- Developing hospitality and tourism marketing opportunities and strategies : -- The marketing environment -- Managing customer information to gain customers Insights -- Consumer markets and consumer buying behavior -- Organizational buyer behavior -- Customer driven marketing strategy: creating value for target customers -- Developing the hospitality and tourism marketing mix : -- Designing and managing products and brands: building customer value -- Internal marketing -- Pricing: understanding and capturing customer value -- Distribution channels delivering customer value -- Engaging customers and communicating customer value and advertising -- Promoting products : public relations and sales promotions -- Professional sales -- Direct, online, social media and mobile marketing -- Managing Hospitality and tourism marketing : -- Destination marketing -- Next year's marketing plan.