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New to This Edition
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- New co-author, Cathy Hsu, who has taught Hospitality Marketing at two large programs, Iowa State University and cur-rently, Kansas State University, brings a fresh voice and an extensive industry background in hospitality marketing
- Features a strong, well-rounded approach to the subject, with sound coverage of marketing theory, strategy, and applica-tions
- Emphasis on practical uses of marketing utilizing Case Histories drawn from a broad range of hospitality operations
- Significant changes in 65% of the chapters
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