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Contents 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 Cruise 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 Index
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