Marketing for hospitality and travel industry
- Singapore Cengage learning asia 2010
- 600 p. ; ill Includes index
This book began evolving on my very first day as a college teacher at Purdue University. Like many of my peers in hospitality and travel education, there was no introductory marketing textbook that quite fit my needs and those of my students. The existing texts in the field were either too narrowly focused, dealing only with restaurants, hotels, or travel agencies, or were written for practitioners rather than college students. They lacked many of the essentials of an effective college text, including learning objectives, assignments, glossaries, instructor's manuals, test banks, and other ancillaries. The content tended to be slanted in one direction, usually the authors' pet areas, resulting in unbal-anced treatment of many other important marketing issues.