Marketing for Hospitality and Tourism, 9th edition

Published by Pearson (15 April 2026) © 2027

  • Philip Kotler Northwestern University
  • John T. Bowen University of Houston
  • Seyhmus Baloglu University of Nevada Las Vegas
  • Cristian Morosan University of Houston
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Title overview

Marketing for Hospitality and Tourism is the definitive source for hospitality and tourism marketing worldwide, written by marketing thought leader Philip Kotler and industry experts. The text explores a full spectrum of areas and roles in hospitality and travel, while applying theory to real-world industry situations.

The 9th Edition was thoroughly revised with extensive feedback from students and instructors as well as the expertise of a new co-author, Cristian Morosan. This edition emphasizes the major forces affecting marketing today, including uses of artificial intelligence for shaping marketing and customer service strategies. Case studies present real-world problems for analysis, while experiential exercises introduce experiences you can draw on in future professions.

Table of contents

  1. Creating Customer Value and Engagement Through Marketing for Hospitality and Tourism
  2. Services Marketing Concepts Applied to Marketing for Hospitality and Tourism
  3. Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
  4. Analyzing the Marketing Environment
  5. Managing Customer Information to Gain Customer Insights
  6. Consumer Markets and Consumer Buying Behavior
  7. Organizational Buyer Behavior
  8. Customer-Driven Marketing Strategy: Creating Value for Target Customers
  9. Designing and Managing Products and Brands: Building Customer Value
  10. Internal Marketing
  11. Pricing: Understanding and Capturing Customer Value
  12. Distribution Channels Delivering Customer Value
  13. Engaging Customers and Communicating Customer Value and Advertising
  14. Promoting Products: Public Relations and Sales Promotions
  15. Professional Sales
  16. Direct, Online, Social Media, and Mobile Marketing
  17. Destination Marketing
  18. Next Year’s Marketing Plan

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