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 intenrational 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 bahaviour globally. The fourth edition has been extensively revised to include a full complement of pedagogic features and a user friendly and exciting four colour page layout. The text is also accompanied by a companion website packed with extra resources to assist both lecturers and students.