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Marketing And Selling The Travel Product 2nd Edition

James F. Burke, Barry Resnick

  • Published
  • Previous Editions 1991
  • 324 Pages

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.

James F. Burke, California State Polytechnic University

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.

Barry Resnick, Rancho Santiago Community College

  • gives a real-world perspective with professional and marketing profiles from leading companies
  • covers the marketing cycle as well as specific related topics such as service distribution networks, service quality, and salesmanship
  • exams, discussion questions, and exercises help readers monitor their progress
  • focuses on both tourism and travel to provide readers with a balanced perspective
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.

Textbook Only Options

Traditional eBook and Print Options

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  • ISBN-10: 0827376480
  • ISBN-13: 9780827376489
  • Bookstore Wholesale Price $218.50
  • RETAIL $290.95

Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.

FOR INSTRUCTORS

Marketing And Selling The Travel Product

ISBN: 9780827376489
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.

FOR STUDENTS

Marketing And Selling The Travel Product

ISBN: 9780827376489
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.