James F. Burke

　　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.

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