1. Introduction : marketing for hospitality and tourism -- 2. Service characteristics of hospitality and tourism marketing -- 3. The role of marketing in strategic planning -- 4. The marketing environment -- 5. Marketing information systems and marketing research -- 6. Consumer markets and consumer buying behavior -- 7. Organizational buyer behavior of group market -- 8. Market segmentation, targeting, and positioning -- 9. Designing and managing products -- 10. Internal marketing -- 11. Building customer loyalty through quality -- 12. Pricing products : pricing considerations, approaches, and strategy -- 13. Distribution channels -- 14. Promoting products : communication and promotion policy and advertising -- 15. Promoting products : public relations and sales promotion -- 16. Professional sales -- 17. Electronic marketing : Internet marketing, database marketing, and direct marketing -- 18. Destination marketing -- 19. Next year's marketing plan.