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Title: great textbook
Review: This is the texbook I had in college. It was and still is great, but for one...being a textbook ...it is more theoretical and two, it lacks certain areas. Nevertheless, it is very usefull. I would complement it with a book that I have recently read: Heads In Beds - hospitality and tourism Marketig by Ivo Raza. This is very practical and covers the areas that are missing from Kotler's textbook like Loyalty marketing, COOP with Touroperators, targeting travel agents, creating promotional materials, development, etc. Combined, both books truly give a complete overview of the complex travel indutry and should be the foundation for people studying or working in travel and tourism.
