chapter  4
Marketing Planning for Destinations and Venues: Principles and Theories Introduction The purpose of marketing plans The use of marketing research Market segmentation The positioning and branding of products The marketing mix The need for evaluation and monitoring of marketing plans Summary Review and discussion questions Sources
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Introduction There can be no doubt that the success of any destination or venue depends on effective marketing planning. It is therefore essential that marketing managers devote sufficient time and energy to planning for the future. And the tangible manifestation of that planning process is the destination or venue’s marketing plan.