"For undergraduate/graduate-level courses in Hospitality and Tourism Marketing.THE most widely used Hospitality marketing text?comprehensive and innovative, managerial and practical, state-of-the-art and real-world. Easy-to-read and user-friendly, it provides examples and applications that illustrate the major decisions hospitality marketing managers face in their efforts to balance objectives and resources against needs and opportunities in today´s global marketplace. Real-world in focus, it reflects the authors´ rich combination of both teaching and international consulting experience in the hospitality and travel industries. An abundance of real-world examples and cases and experiential and internet exercises give students extraordinary insight into marketing situations they will actually encounter on the job. "