Marketing And Selling The Travel Product / Edition 2

by James F. Burke, Barry Resnick

Overview

This comprehensive book offers readers a first view of the dynamic world of travel and tourism. Its unique approach covers the marketing cycle as well as dedicated chapters on such topics as consumer profiles, sales distribution network, service quality, and salesmanship. Close-ups of professionals working in the field, as well as marketing profiles of leading companies, provide meaningful real-world examples. Useful as a professional reference guide, this new book includes all you need to know about the exciting world of travel and tourism.

Product Details

ISBN-13:	9780827376489
Publisher:	Cengage Learning
Publication date:	10/08/1999
Series:	Hospitality, Travel, and Tourism Series
Edition description:	REV
Pages:	324
Product dimensions:	8.30(w) x 10.80(h) x 0.70(d)

About the Author

James F. Burke is a Ph.D. Professor for Ryerson Polytechnic University. He has been in many organizations, such as, Being the President of International Society of Travel and Tourism Educators (ISTTE), as well as, recipient of ISTTE Lifetime Achievement Award, Tourism Research Association, and Trustee National Tourism Foundation.

Table of Contents

Chapter 1: Marketing and Sales. Chapter 2: Analyzing the Travel Product. Chapter 3: Selecting Target Markets. Chapter 4: Positioning the Product. Chapter 5: Creating Marketing Strategies. Chapter 6: Implementing the Marketing Program. Chapter 7: Identifying the Seller. Chapter 8: Identifying the Traveler's Needs. Chapter 9: Evaluating the Travel Product. Chapter 10: Setting Up the Sale. Chapter 11: Personal Selling. Chapter 12: Satisfying the Customer. Appendix. Glossary.

Editorial Reviews

An introductory text offering a view of the world of travel and tourism. Covers the marketing cycle, then examines consumer profiles, sales distribution networks, service quality, and salesmanship. Profiles of professionals working in the field, as well as marketing profiles of leading companies, provide meaningful examples. Includes discussion questions and worksheet exercises. Burke is dean of The Collins School of Hospitality Management at California State Polytechnic University. Resnick teaches travel and tourism at West Los Angeles College. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Booknews