The first college marketing textbook created specifically for travel and tourism professionals, this widely adopted guide teaches students about customer demographics and behavior; market analysis and planning; advertising and public relations; and personal selling techniques. Students learn how to qualify clients, analyze transactions, create marketing plans, conduct advertising campaigns, and close sales. The textbook is appropriate for students who have little or no prior experience in the field, and also as a continuing education resource and reference for those currently employed in the field.

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