| Description |
1 online resource (425 pages) |
| Contents |
Preliminaries; Contents; Preface; Introduction; 1 What is marketing?; 2 What is leisure?; 3 The international market; 4 The international leisure industry; 5 The international business environment; 6 Product; 7 Price; 8 Place; 9 Promotion; 10 Where are we now Current situation analysis; 11 Where do we want to go The setting of goals and objectives; 12 How will we get there Developing the strategy; 13 How will we know when we get there Monitoring review and evaluation; 14 Visitor attractions; 15 Accommodation; 16 Tourist destinations; 17 Tour operation; 18 Transport; 19 Resort complexes |
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20 Retail travel21 Arts and entertainment; 22 Recreation and sport; 23 Leisure shopping; 24 Restaurants and catering; 25 Competition and competitive advantage; 26 Quality; 27 Ethics and social responsibility; 28 Marketing research and relationship marketing; 29 Leisure and the wider consumer society; 30 Globalisation; Bibliography and further reading; Index |
| Summary |
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 *Manche |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record |
| Subject |
Leisure industry -- Marketing
|
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Service industries -- Marketing.
|
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Leisure industry -- Marketing
|
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Service industries -- Marketing
|
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Marketing mix.
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Stratégie de marketing.
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Loisir.
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| Form |
Electronic book
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| ISBN |
9780080478937 |
|
008047893X |
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