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Full Description
An insider's view of how the cruising business operates Selling the Sea offers a complete picture of the cruise line industry along with step-by-step coverage of how to effectively market the cruising experience. This updated Second Edition features new coverage of how technology has impacted the industry, new niche markets in cruising, and expanded material on shipbuilding and design. It also includes insightful interviews with today's captains, social directors, food and beverage managers, and cruise line executives who have hands-on experience at the day-to-day workings of a cruise ship.
Contents
Preface. Acknowledgments. Chapter 1 Casting Off: The Evolution from Steamship Transportation to Cruising as a Vacation. Chapter 2 Coming About: The Foundation of the Modern Cruise Industry. Chapter 3 Life on the Ocean Wave: Living and Working Aboard Modern Cruise Ships. Chapter 4 Home on the Rolling Deep: Case Studies in Backstage Management. Chapter 5 Getting Underway: The Public Discovers Cruising Vacations. Chapter 6 Your Cruise Line GPS: Positioning and Differentiation of Cruise Lines. Chapter 7 Now Hear This: Marketing Communications A View from the Bridge. Chapter 8 Pieces of Eight: Making Money on the High Seas. Chapter 9 Booking Passage: A Fresh Look at Today s Travel Agent. Chapter 10 Bob & Andy s Vacation Store: Selling the Sea The Way We d Do It. Appendix CLIA Member Cruise Lines. Index.
