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Selling the Sea: An Inside Look at the Cruise Industry [Paperback]

Bob Dickinson , Andy Vladimir
4.8 out of 5 stars  See all reviews (4 customer reviews)
RRP: 94.99
Price: 28.80 & FREE Delivery in the UK. Details
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Book Description

18 May 2007
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.


Product details

  • Paperback: 352 pages
  • Publisher: John Wiley & Sons; 2nd Edition edition (18 May 2007)
  • Language: English
  • ISBN-10: 0471749184
  • ISBN-13: 978-0471749189
  • Product Dimensions: 22.9 x 15.2 x 2.2 cm
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Bestsellers Rank: 642,813 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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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. --This text refers to an out of print or unavailable edition of this title.

From the Back Cover

What's the secret behind the success of the cruise industry? In Selling the Sea, Second Edition, Bob Dickinson--the marketing genius most directly responsible for making the business what it is today--examines all aspects of 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 go behind the scenes at major lines like Carnival, Royal Caribbean, and Princess, and smaller operations such as Sea Dream Yachts and MSC Lines. With detailed case studies on everything from the Queen Mary 2 to special air-sea partnerships, the authors 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 the cruise industry's incredible growth over recent years. And they offer valuable insights into what travel agencies can do to increase cruise sales and profits. Fully revised and updated, this Second Edition features coverage of important new trends like the impact of technology and the Internet on cruising, and emerging niche markets including luxury-seekers and persons with disabilities. Also, the past decade has seen a flurry of shipbuilding and expansion of the business in general; this Second Edition offers a fresh look at how and where modern cruise ships are constructed, as well as new embarkation and debarkation points around the globe. Selling the Sea, Second Edition introduces the many women and men who work in the cruise industry, among them today's senior executives, waiters, hotel managers, cabin stewards, social directors, food and beverage managers, and captains. 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 entertaining, in-depth 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.

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Customer Reviews

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4.8 out of 5 stars
4.8 out of 5 stars
Most Helpful Customer Reviews
2 of 2 people found the following review helpful
5.0 out of 5 stars Great Insiders View of the Business 23 July 2007
Format:Paperback|Verified Purchase
This is a fascinating account of the US-based Cruise business. Now in its second edition, the authors contrast their views of a decade ago with where the business is today. The strongest part of the book in my view is the discussion of the different ways the cruise lines have built - and plan to continue to build their businesses. Interestingly the clarity of the strategic thinking varies from the clear and focussed (Carnival) to some other, weaker, waffle. Reading this it becomes clear that Carnival's growth to number one has been no accident. Other parts of the book are not as strong (the history section has some schoolboy howlers) or not as interesting to this reader (how to run a Travel Agency). Nonetheless, an invaluable insight into the cruise business, and a lot better than some of the other gossip-driven 'histories' out there.
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2 of 2 people found the following review helpful
4.0 out of 5 stars A very good book about the cruise industry 26 Dec 1997
By A Customer
Format:Hardcover
This book is a very good business book about the cruise industry. It explains how Bob and everyone else at Carnival fill up the ships week after week. It is a very good book to use as a textbook in Travel or Cruise Industry classes. I hope the book is kept updated every few years.
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1 of 1 people found the following review helpful
By MS
Format:Paperback|Verified Purchase
This is a difficult book to pigeonhole. Part history, part travel

agent sales manual, part business book - its a fascinating

combination of how cruise lines see themselves and who and how they

market themselves. One theme running throughout is an obsession with

expanding the market. Sections cover some of the backstage parts of

ship operation and the chapter on how cruise lines position

themselves is quite interesting.

Many might be familiar with the term demographic for a subsection of

the population. Well the book develops that further for potential

cruise passengers to include the concept of psychographic - the kind

of state of mind/ outlook of the target markets. In many cases it is

this that cruise marketing is addressing more than demographics per

se. A good example might be Royal Caribbean's 'Get out there'

campaign targetting active families wanting to try new things in a

save setting.

If you want pictures, you want texts on the ships themselves or the

inside story on backroom deals in the cruise line, this isn't the

book for you. But it is a very balanced (all lines get their place

and positive coverage - not carnival skewed) and I thought

fascinating look at how the lines see themselves, who they are trying

to appeal to and how they do it.
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1 of 1 people found the following review helpful
5.0 out of 5 stars The best I've read about the cruise industry 9 Aug 1999
By A Customer
Format:Hardcover
I have to admit I was a bit concerned about an "impartial" book about the cruise industry written by the president of the world's largest participant. I was dead wrong. Bob Dickinson and Andy Vladimir have written a no-holds-barred, painfully honest account of the state of today's cruise industry. They don't mince words when it comes to the actual decline of cruisers! They finish up with a case study of an ideal cruise only agency that makes sense.
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.0 out of 5 stars  12 reviews
16 of 18 people found the following review helpful
5.0 out of 5 stars The best I've read about the cruise industry 9 Aug 1999
By A Customer - Published on Amazon.com
Format:Hardcover
I have to admit I was a bit concerned about an "impartial" book about the cruise industry written by the president of the world's largest participant. I was dead wrong. Bob Dickinson and Andy Vladimir have written a no-holds-barred, painfully honest account of the state of today's cruise industry. They don't mince words when it comes to the actual decline of cruisers! They finish up with a case study of an ideal cruise only agency that makes sense.
11 of 12 people found the following review helpful
4.0 out of 5 stars Facsinating! 1 Oct 2002
By Thomas L. Smith - Published on Amazon.com
Format:Hardcover
This book provides a facinating behind the scenes look at the cruise industry, from the ship to the home office to the travel agent. I was expecially surprised on how broad based it was, although Carnival (Bob Dickinson is president of that company) does play a prominent role. For example, a section on advertising features old Carnival ads. However, the book does include quotes from presidents of all major cruise lines, and the book freely uses examples from other major cruise lines. That said, it is a great book if you want a behind the scenes look at the industry, or work in the travel industry.
7 of 7 people found the following review helpful
3.0 out of 5 stars definitely a text book 11 Feb 2002
By David L Zumchak - Published on Amazon.com
Format:Hardcover
As a previous reviewer noted, thes is very much a business text book focusing on the cruise industry, probably aimed at people working in (or preparing for working in) travel agencies. There is some interesting general information in the early chapters, but then gets dry quickly.
11 of 13 people found the following review helpful
4.0 out of 5 stars A very good book about the cruise industry 26 Dec 1997
By mmcginle@columbus.rr.com - Published on Amazon.com
Format:Hardcover
This book is a very good business book about the cruise industry. It explains how Bob and everyone else at Carnival fill up the ships week after week. It is a very good book to use as a textbook in Travel or Cruise Industry classes. I hope the book is kept updated every few years.
3 of 3 people found the following review helpful
5.0 out of 5 stars Behind the cruise scene 9 Jan 2010
By Michel Louagie - Published on Amazon.com
Format:Paperback|Verified Purchase
A must read for anybody involved with cruises (travel agents, cruise writers, and even passengers who cruise frequently). Lots of info but never boring.
A liitle outdated now. A new edition should be welcome.
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