I think the dreamlike breed of world presented by Neil Gaiman is well worthwhile, but I'd choose Michael Ende or George Macdonald as the newcomer's guide - the OP's reluctant fantasy reader would like Macdonald if any fantasy's in his blood at all, and I'd recommend (in ascending order of length) The Light Princess, The Wise Woman and Phantastes.
Neverending Story, the book, is probably the best bet in general.