ABSTRACT
Divided into nine parts, Leisure Marketing: a global perspective guides the reader through leisure and marketing concepts, the marketing mix, key issues in different sectors, topical issues (such as globalisation, marketing research and ethics, for example branding and environmental issues), and the future of leisure marketing.
A section of the book is devoted entirely to international case studies, which illustrate and highlight key themes and issues raised throughout in order to facilitate learning. Example of international cases used are:
- Disneyland Resort, Paris: The Marketing Mix
- Manchester United Football Club: Marketing the Brand
- The Growth of the Online Retail Travel Market
- Hilton Head Island, USA: The Leisure Island for Golf and Leisure Shopping
- Health, Leisure and Tourism Marketing including Spa Hotels, Health Clubs and lake Resorts.
This book combines real world experience with a solid theoretical framework. It is essential reading for anyone studying, teaching or working in marketing in the leisure industry.
TABLE OF CONTENTS
part |76 pages
Introduction
chapter |2 pages
Introduction
chapter |16 pages
What is marketing?
chapter |8 pages
What is leisure?
part |48 pages
The international dimension
chapter |2 pages
Introduction
chapter |12 pages
The international market
chapter |7 pages
The international leisure industry
chapter |25 pages
The international business environment
part |68 pages
The marketing mix and leisure
chapter |2 pages
Introduction
chapter |20 pages
Product
chapter |15 pages
Price
chapter |11 pages
Place
chapter |18 pages
Promotion
part |42 pages
Marketing planning in leisure
chapter |2 pages
Introduction
chapter |15 pages
Where are we now? Current situation analysis
chapter |10 pages
Where do we want to go? The setting of goals and objectives
chapter |7 pages
How will we get there? Developing the strategy
part |78 pages
Marketing in the different sectors of the leisure industry
chapter |2 pages
Introduction
chapter |6 pages
Visitor attractions
chapter |6 pages
Accommodation
chapter |7 pages
Tourist destinations
chapter |7 pages
Tour operation
chapter |8 pages
Transport
chapter |5 pages
Resort complexes
chapter |5 pages
Retail travel
chapter |7 pages
Arts and entertainment
chapter |8 pages
Recreation and sport
chapter |5 pages
Leisure shopping
chapter |10 pages
Restaurants and catering
part |42 pages
Topical issues in leisure marketing
chapter |2 pages
Introduction
chapter |8 pages
Competition and competitive advantage
chapter |9 pages
Quality
chapter |10 pages
Ethics and social responsibility
chapter |11 pages
Marketing research and relationship marketing
part |84 pages
The wider context
chapter |12 pages
Introduction
chapter |5 pages
Leisure and the wider consumer society
chapter |5 pages
Globalisation
part |8 pages
Conclusions
chapter |6 pages
Conclusions
part |24 pages
Case studies