The knowledge of Marketing is a catalyst in most modern organisations in developed nations for improving the effectiveness, efficiency and sustainability of its corporate performance. Organisations, therefore, evolve marketing policies and strategies that will lead to set corporate goals. This book isolates the basic principles and practices of marketing and marketing organisations with respect to the hospitality business (hotels; hospitals; motels; fast food; restaurants; public house; tour and travel operators; industrial, institutional and welfare catering; and related businesses) environment, bearing in mind the dynamic nature of marketing.