{"product_id":"selling-the-sea-an-inside-look-at-the-cruise-industry","title":"Selling the Sea: An Inside Look at the Cruise Industry","description":"\u003cp\u003e\u003cstrong\u003eBook info:\u003c\/strong\u003e Selling the Sea: An Inside Look at the Cruise Industry (Hardcover, 384 pages) – Wiley, 1996. Language: English.\u003c\/p\u003e\n Written by the man who helped make Carnival Cruise Lines the largest cruise line company in the world and a travel and tourism expert, this book is the guide to marketing in the cruise industry. It takes the reader through the basics of the cruise line industry, ship operations, and on-shore business operations--while continually sharing the business secrets of one of the leading figures in the travel industry.  \n        From the Inside Flap   Selling the Sea An Inside Look at the Cruise Industry The cruise industry is the fastest growing sector of the American leisure market. In the past five years alone, the number of first-time cruise ship passengers has increased by nearly 40%. And no one is predicting when this phenomenal growth will end. Who are the major industry players and what is the secret behind their success? How does the cruise industry operate, how is it financed, and what is the management philosophy that drives the most successful lines? What are the marketing and sales strategies that helped transform cruising from a luxury reserved for the social elite to one of America’s most popular leisure activities? And most importantly, where are the best opportunities in the cruising industry today, and where will they be tomorrow? In Selling the Sea, Bob Dickinson—the marketing genius most directly responsible for making the industry what it is today—answers all of your questions about the modern cruise industry, where it started, how it got to where it is today, and where it’s headed. Dickinson and fellow industry insider Andy Vladimir take you behind the scenes at Carnival, Royal Caribbean, Princess, Holland America, and other major lines to provide a firsthand account of what makes a successful cruise line tick. They describe the revolutionary management, marketing, and sales techniques that have led to cruising’s incredible growth over the past decade. And they offer valuable insights into what travel agencies can do to increase cruise sales and profits. In Selling the Sea you’ll also meet many of the women and men who work in the cruise industry, from senior executives and hotel managers to cabin stewards and waiters. In their own words, these often colorful characters tell you their stories and share their valuable insights and observations on what consumers want and what it takes to succeed in the leisure travel industry. Everyone who loves cruising will savor this rare behind-the-scenes view of the business and wonder at the tremendous amount of thought, imagination, and hard work it takes to create a carefree vacation experience. Selling the Sea is also fascinating and instructive reading for anyone who hopes to succeed in the business as well as for travel agents, hoteliers, airlines, suppliers, provisioners, and others who service this exciting growth industry.           From the Back Cover   Critical praise for two of the brightest lights in the retail travel industry… \"Carnival attracted passengers largely because of the effort [Bob] Dickinson oversaw to change the image of cruising from a pastime for the rich to a vacation for the masses. That change in consumer perception was perhaps the single most important event in the development of the modern cruise business.\" —Miami Herald \"Andy Vladimir, marketing superstar, living legend, award-winning professor and scholar, is known as ‘Mr. Quotable Quote’ by industry professionals everywhere. His business and academic achievements easily put him on top.\" —Anthony G. Marshall Dean, School of Hospitality Management Florida International University           About the Author   About the authors BOB DICKINSON is President of Carnival Cruise Lines and a Director of the Carnival Corporation, which operates Holland America Line-West Tours, Windstar Cruises, and Seabourn Cruise Line. A twenty-four-year veteran of the cruise industry, he has been described as \"the man responsible for bringing those passenger hoards flocking on board the company’s hulls.\" In 1996, the editors of Tour and Travel News listed Bob Dickinson among the Top 25 Most Influential Executives in the Retail Travel Industry. ANDY VLADIMIR is an internationally recognized marketing consultant with a distinguished track record in the advertising industry. He is a former Director of Tourism for the Government of Bermuda, a widely respected travel and business writer, and a tenured professor at Florida International University’s School of Hospitality Management, where he teaches a course on cruise line management.      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