Synopsis Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. Hospitality marketing is part of a larger industry known as travel and tourism. It includes processes such as purchasing food and restaurant supplies, suggesting fries to go with that burger, doing what it takes to satisfy the customer and the company and advertising and promoting special room rates to increase business. The present book is a comprehensive core marketing text specifically geared for hospitality students and professionals. It covers the major principles of marketing with a practical, applications oriented approach. The latest developments in this rapidly changing field with updated information, new case histories, and fresh examples drawn from a broad range of hospitality operations are also included. This book will be an important career- building guide in the hands of future hospitality professionals.