Covers the major principles of marketing with a practical, applications oriented approach. This is a core marketing text specifically geared for the hospitality student. It covers the major principles of marketing with a practical, applications oriented approach, rather than traditional marketing texts found in the business programs that focus on a lot of theory.

• Includes coverage of tourism marketing
• Features new material on marketing technology and it's implications in the hospitality industry
• Offers international coverage
• Provides new, applications approach to the discipline of marketing