Marketing & selling the travel product

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Title:

Author:

Burke, James F.

ISBN:

9780827376489

Personal Author:

Burke, James F.

Edition:

2nd ed.

Publication Information:

Physical Description:

xix, 302 pages : illustrations ; 28 cm

Contents:

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.

Abstract:

This introductory book offers readers a first view of the exciting 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 examples. - Back cover.

Subject Term:

Tourism -- Marketing.

Travel agents -- Vocational guidance.

Added Author:

Resnick, Barry Paul.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168015722610	338.4791 B959M 2003	1	Searching... Unknown
Searching... 1:RCPE	1:GEN-BOOK	000089244	338.479 BUR	1	Searching... Unknown

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Summary

This introductory textbook offers students a first view of the exciting 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 students with meaningful real-world examples. Exams, discussion questions, exercises, and case examples help students integrate what they have learned. This first glimpse of the exciting world of travel and tourism will leave students wanting to learn more.