About the authors -- Part one : Marketing the travel product. Understanding marketing and sales -- Analyzing the travel product -- Selecting target markets -- Positioning the product -- Creating marketing strategies -- Implementing the marketing plan -- Part two : Selling the travel product. Understanding the traveler's needs -- Identifying the seller -- Evaluating the travel product -- Setting up the sale -- Using personal selling techniques -- Satisfying the customer -- Appendix A : Commonly used abbreviations -- Appendix B : Travel associations and organizations -- Glossary of key terms.