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Selling the Sea


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Table of 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.

About the Author

Bob Dickinson, President and CEO of Carnival Cruise Lines, is one of the leisure travel industry's most accomplished and respected leaders. At the helm of the world's most popular cruise line, Dickinson oversees 37,000 employees and twenty-two cruise ships that carry more than 3 million passengers annually. He is the recipient of numerous professional accolades including being named to the Travel Industry Association of America's Hall of Leaders, as well as one of America's top marketers by Advertising Age magazine. Andy Vladimir is Associate Professor Emeritus of Marketing and Management at Florida International University School of Hospitality and Tourism Management. He is the former director of tourism for the Government of Bermuda, and a well-known business and consumer travel writer who specializes in covering the cruise industry.


While not as impressive as transatlantic crossings on the great black-hulled ocean liners must have been, the smaller, slower cruise ships now provide the closest thing to seafaring adventure for the middle class. In this authoritative work, Dickinson, the president of Carnival Cruise Lines, and travel industry expert Vladimir (The Complete Travel Marketing Handbook, NTC Pub., 1992) offer an overview of the industry along with their business philosophy. They begin with an interesting history of oceangoing passenger vessels. Primordial cruises of the 19th century included passengers such as Mark Twain, who noted the mighty appeal of cruises to travelers between the ages of 40 and 70. The authors then turn to a thorough but numbing discussion of marketing strategies to ensure that no berth go unfilled. And yes, no book on cruising would be complete without mentioning the television show that benefited "every cruise ship afloat"‘The Love Boat‘as the authors bring on actor Gavin MacLeod (Captain Stubing) to say some nice things about the industry. Recommended for business collections.‘Ben O'Sickey, "Library Journal"

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