This book gives aspiring hospitality professionals the knowledge, experience, and confidence they will need to meet the Challenges of this dynamic and rewarding industry. Preface, Acknowledgements, Introduction to Hospitality Marketing, The Functions of Marketing, Introduction to Hospitality Service Marketing, Understanding and Targeting Hospitality Consumers, Understanding the Behavior of Hospitality Consumers, Market Segmentation and Positioning, Marketing Planning and Information, Developing a Marketing Plan, Information for Marketing Decisions, Product-Service Mix and Distribution Strategies, Developing New Products and Services, Product-service mix Strategy, Marketing Channels, E-Commerce, Promotional Strategy, Promotion and Advertising, Advertising and Media Planning, Sales Promotion and Merchandising and Public Relations, Personal Selling, Pricing Strategy and Menu Design, Using Menu Design as a Marketing Tool, Index.