Hospitality marketing is based on understanding the needs of consumers, knowing the segmentations of the market, and selecting the best marketing tools to reach customers. This introductory text provides readers with a real-world perspective on the world of hospitality marketing, industry forms, and useful ideas for increasing sales and making marketing more effective. Revisions to the fifth edition include new information on understanding marketing trends, using market research tools to help make sound strategy decisions, and writing a strategic marketing plan. There is also new information on how technology is impacting hospitality marketing.