Marketing and Selling the Travel Product / Edition 1

by Resnick

Overview

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.

Product Details

ISBN-13:	9780538702775
Publisher:	Cengage Learning
Publication date:	03/01/1990
Series:	Hospitality, Travel, and Tourism Series
Edition description:	Older Edition
Pages:	304
Product dimensions:	8.66(w) x 10.63(h) x (d)

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)

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