Column: Marketing is as vital to success as product expertise

06/5/2013 | Travel Research Online

The drive to develop one's marketing skills should go hand in hand with efforts to stay up-to-date with the latest travel products, Richard Earls writes. "You can have all of the product knowledge at your fingertips, but if you cannot communicate the benefits of your knowledge to the client, if you cannot learn to effectively and honestly, authentically, hit the clients' emotional buttons, your product knowledge and three dollars will buy you coffee at Starbucks," Earls writes.

View Full Article in:

Travel Research Online

Published in Brief: