Marketing defined -- Marketing hospitality and travel services -- The hospitality and travel marketing system -- Customer behavior -- Analyzing marketing opportunities -- Marketing research -- Marketing strategy: market segmentation and trends -- Marketing strategy: strategies, positioning, and marketing objectives -- The marketing plan and 8 Ps -- Product development and partnership -- People: services and service quality -- Packaging and programming -- The distribution mix and the travel trade -- Communications and the promotional mix -- Advertising -- Sales promotion and merchandising -- Personal selling and sales management -- Public relations and publicity -- Princing -- Marketing management, evaluation, and control

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