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on 23 July 2007
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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on 28 May 2007
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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on 26 December 1997
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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on 9 August 1999
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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