Leisure Marketing

A Global Perspective
1. Auflage 2004
ISBN: 978-0-7506-5550-7
Verlag: Taylor & Francis Ltd

Buch, Englisch, 424 Seiten, Format (B × H): 190 mm x 247 mm, Gewicht: 811 g

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.

Zielgruppe

Undergraduates in Leisure Management, Leisure Studies abd associated courses such as Sports Management, Arts Management and Heritage Management.

Autoren/Hrsg.

Horner, Susan

Swarbrooke, John

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Dienstleistungssektor & Branchen Sport- und Freizeitindustrie
• Sozialwissenschaften Sport | Tourismus | Freizeit Sport Sport: Politik, Ökonomie, Ökologie
• Sozialwissenschaften Sport | Tourismus | Freizeit Tourismus & Reise Tourismus & Reise: Ökonomie, Ökologie
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Dienstleistungssektor & Branchen Tourismuswirtschaft, Gastgewerbe

Inhaltsverzeichnis

Part one: Introduction - What is leisure? What is marketing? Part two: Leisure and marketing concepts - The market The business environment Strategic marketing planning Part three: Leisure and the marketing mix - Product; Price; Place: Promotion Part four: Key marketing issues in the different sectors of leisure Part five: Topical issues in leisure marketing; Globalisation and leisure marketing Market research in leisure Ethical challenges in leisure marketing Part six: Case studies Part seven: The future of leisure marketing.

Über Autor(innen)

Susan Horner, John Swarbrooke