Ch 1. The meetings industry - an overview and structure - Relationship between the meetings industry and tourism - Fundamentals and products of the meetings industry - Identifying meetings industry stakeholders Ch 2. The business environment of destination marketing - Relationship between marketing and destination marketing - Fundamentals of the destination marketing Ch 3. Managing stakeholders to destination marketing- Identifying CB stakeholders - Developing stakeholder management strategies - Identifying CB customer- Developing customers management Ch 4. Leading industry organizations in destination marketing- Activities of international organizations - Roles of global organizations - Effectiveness of meetings organizationCh 5. Managing the financial, governance and legal considerations - Setting the goals and objectives- Legal structures Ch 6. Managing the selling and marketing of the destination- Managing the Annual Marketing and Sales Planning Process- Marketing strategies and branding - Management of direct sales and types pf measures - Subventions / financial support Ch 7. Organizing and developing the CB staff - Staff roles and CB structure - Skills, training and experience Ch 8.

Future Challenges of the CB - Funding and governance - Generations approach - Communication process- Technological change - Sustainability (ISO20121)- Terrorism Glossary.