Translatesthe authors' industry and academic experience into the definitive book for thiscourse-- theauthor is known as the leading marketing educator worldwide and this book isknown as "the bible" of the hospitality field. Explains how each team member in every area of operation participates inhospitality marketing --its integrative approach examines various roles (generalmanager, human resource manager, food and beverage manager, front and backoffice, etc.) and their contribution to marketing efforts. Features lively photographs, drawings and tables-- each page islaid out in vivid, four-color format. Uses engaging industry examples to entertain and engage students-- Chapter-opening Mini-Cases , Marketing Highlights , and other features highlighthot-button issues in marketing. Provides hands-on application assignments-- assignmentsinclude end-of-chapter Experiential Exercises and Internet Exercises that require students to visit a business, analyze a marketing tactic, andevaluate industry-leading websites. Develops important critical thinking skills-- students arechallenged with thought-provoking end-of-chapter questions.