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• Cover
• Title Page
• Copyright
• Dedication
• Contents
• Acknowledgments
• Introduction
• Part I: Brand Management
• 1. Develop a Brand Identity
• 2. Create Brand Visibility
• Part II: Market Development
• 3. Build Community Consensus
• 4. Design to Excite Guests
• 5. Appeal to Specific Populations
• 6. Price Smartly
• Part III: Guest Communications
• 7. Get the Most Out of Media
• 8. Maximize Electronic Communication
• 9. Turn Lifeguards and Staff Into Ambassadors
• Part IV: Marketing without Millions
• 10. Use Special Events as Promotions
• 11. Enhance the Bottom Line With Corporate Sponsors
• References
• About the Author