For undergraduate/graduate-level courses in Hospitality and Tourism Marketing. Comprehensive and innovative, managerial and practical, this introduction to marketing combines the highly successful approach of Kotler's acclaimed Principles of Marketing with hospitality-specific information. 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.