Aut. Victor T.C. Middleton...[et al]. With its comprehensive content and user friendly style, "Marketing in Travel and Tourism" fourth edition takes the reader from an initial definition of the subject matter through to the application of marketing in the travel and tourism industry, discussing crucial components such as planning strategy and the marketing mix, making it an indispensable text for both students and practitioners alike. Reflecting its international coverage, the content and numerous illustrations throughout are chosen for their worldwide applications. Specific case studies include destination marketing in New Zealand, the cruise market in the USA and the effects of the internet on consumer behaviour globally. This is a fully revised edition, with new material on the role of e-marketing, motivations and consumer behaviour. It has a new four colour interior fully developed with pedagogic features. It explains the concepts and principles of marketing. It makes extensive use of international case studies and examples to contextualize learning.