FOREWARD; PREFACE; ACKNOWLEDGEMENTS; LIST OF ACRONYMS; MAP OF SOUTHERN AFRICA; PART I INTRODUCTION TO MARKETING IN THE TOURISM AND HOSPITALITY INDUSTRY; CHAPTER 1 MARKETING PRINCIPLES; CHAPTER 2 CHARACTERISTICS OF TOURISM AND HOSPITALITY MARKETING; CHAPTER 3 THE TOURISM AND HOSPITALITY BUSINESS ENVIRONMENT; PART II THE ROLES OF THE TOURISM AND HOSPITALITY MARKETER; CHAPTER 4 THE TOURISM AND HOSPITALITY MARKETING PLANNER; CHAPTER 5 THE TOURISM AND HOSPITALITY MARKETING RESEARCHER; CHAPTER 6 THE INTERNAL MARKETER; PART III THE TOURISM AND HOSPITALITY MARKET; CHAPTER 7 CONSUMER BUYING BEHAVIOUR; CHAPTER 8 ORGANIZATIONAL BUYING BEHAVIOUR; CHAPTER 9 SEGMENTATION, TARGETING AND POSITIONING; PART IV THE TOURISM AND HOSPITALITY MARKET MIXES; CHAPTER 10 THE TOURISM AND HOSPITALITY OFFERING (OFFERING); CHAPTER 11 PRICING TOURISM AND HOSPITALITY OFFERINGS; CHAPTER 12 DISTRIBUTION CHANNELS (PLACE); CHAPTER 13 PROMOTION: THE COMMUNICATIONS PROCESS AND PROMOTIONAL MIX; CHAPTER 14 ADVERTISING; CHAPTER 15 SALES PROMOTIONS, DIRECT MARKETING AND PERSONAL SELLING; CHAPTER 16 PRINTED LITERATURE, PUBLIC RELATIONS AND SPONSORSHIP; CHAPTER 17 THE ADDITIONAL 3 P'S; PART V ISSUES FOR THE TOURISM AND HOSPITALITY MARKETER; CHAPTER 18 DESTINATION MARKETING; CHAPTER 19 RELATIONSHIP MARKETING; CHAPTER 20 THE FUTURE OF TOURISM AND HOSPITALITY MARKETING IN SOUTH AFRICA; SOURCES OF TOURISM AND HOSPITALITY RESEARCH DATA; GLOSSARY OF TERMS; BIBLIOGRAPHY; INDEX
