Marketing For Leisure And Tourism

Series
Financial Times
Author
Morgan  
Publisher
Pearson
Cover
Softcover
Edition
1
Language
English
Total pages
317
Pub.-date
March 1996
ISBN13
9780131509887
ISBN
0131509888
Related Titles


Product detail

Product Price CHF Available  
9780131509887
Marketing For Leisure And Tourism
74.20 approx. 7-9 days

Description

This book provides a sound under-pinning of marketing theory, illustrated with examples and case studies drawn from a wide range of leisure organisations and activities. Tourism is dealt with as an integral part of the leisure market rather than as a separate phenomemon. Coverage is given to the need for public and voluntary organisations to become more marketing-oriented, as well as designing and delivering service quality.

Table of Contents

I. WHAT IS LEISURE MARKETING?
1. What is Leisure?
2. What is Marketing?
3. Marketing Orientation
4. Marketing Planning
II. UNDERSTANDING LEISURE MARKETS
5. Marketing Research
6. The External Influences
7. Consumer Behaviour
8. Segmentation
9. Competitve Strategy
III. THE LEISURE MARKETING MIX
10. The Leisure Product
11. Designing and Delivering Service Quality
12. Pricing Strategy and Tactics
13. Place - Getting the Product to the Market, or Vice-Versa
IV. THE PROMOTIONAL MIX IN LEISURE
14. Communications Objectives
15. Advertising Direct Marketing
16. Sales Promotion PR
17. Print
18. Co-Operative Marketing
19. Sales Promotion PR Print
20. Co-Operative Marketing
V. IMPLEMENTING THE MARKET CONCEPT IN LEISURE
21. Marketing the Leisure Organisations
Bibliography