This textbook is a must have handbook for university undergraduate or college students studying hospitality and/or tourism marketing for the first time. This book is aimed at providing an easy-to-read text, which presents a review of modern marketing theory in the context of marketing the hospitality industry. Numerous examples from the industry are provided to illustrate real-life practice and give a better understanding of hospitality marketing. Book contains five chapters, one for each of the key elements that is required to understand about marketing.

Preface 1. FUNDAMENTALS OF MARKETING • Marketing concept • Definition of marketing • Nature of marketing • Scope of marketing • Hospitality marketing • Marketing plan • Marketing environment • Consumer decision making process • Market segmentation 2. CONCEPT OF SERVICE • Service concept • Characteristics of service • Service specification • The service market triangle • Goods verses services • Competitive trends for the new millennium • Limitations of growth in service industries 3. MARKET ANALYSIS • Market research • Objective of market research • Types of market research • Competitive analysis and strategy • Path of consumer decision making • Marketing mix 4. PRICING 118 • Principles of pricing • Factors influencing pricing • Methods of pricing • Pricing strategies 5. NEW SERVICE DEVELOPMENT • Service Development and design • Concept of Service Development • Customer service delivery • New service development • Service blueprinting 6. PROMOTIONAL ACTIVITIES • Concept of promotion • Promotional mix • Elements of promotional mix 7. CUSTOMER RELATIONSHIP MARKETING • Concept of customer relationship • Evolution of Relationship Marketing • Scope of customer relationship marketing • Approaches of customer relationship marketing • Implementing a relationship marketing strategy • The 7-s framework

Dr. VINAY RANA, (Ph.D., N.E.T Qualified, M.T.M, M.Sc. (HM),M.A, B.A., D.I.H.M.C.T) Author has vast experience of HospitalityIndustry, Academics and Research, spanning above 20 years. He isa well respected trainer in hospitality education and hasestablished and developed various professional hospitalityinstitutes in Northern India. He started his career in capacity ofchef in various prestigious hotel properties, both, in India & abroad. As anestablished academician he has authored various books and published numerousresearches in prestigious research journals.

Mrs. Nirja B. Ruwali has over 5 year of experience in teachingand academics on management studies. She has done MBA withpost graduation degree in economics and attended various state/national level conferences/ workshops on various diverse topics.She has organized many management development programsand has provided consultancy services to different organizations.