Creating a tourism strategy should involve the entire community as they are part of the product. The process of involvement should address the concerns that tourism will not help and could harm the community. Tourism marketers need to understand the history of the field including how modern marketing theory has evolved. The production and sales approach relied on advertising and on personal selling, both of which are still important components of the marketing process. Development of tourism imposes both benefits and costs to a community. Larger communities may already have a convention and visitor bureau or a destination marketing organization that is responsible for marketing the city to potential tourists. Civic organizations will also need to participate in developing a tourism plan. This would include such groups as social clubs, historical societies, and cultural organizations.