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Leisure Marketing de Susan Horner

Leisure Marketing

Autor Susan Horner, John Swarbrooke
en Limba Engleză Hardback – 24 apr 2016
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.
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Specificații

ISBN-13: 9781138173446
ISBN-10: 1138173444
Pagini: 424
Dimensiuni: 189 x 246 x 31 mm
Greutate: 0.95 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom

Cuprins

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.

Descriere

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. It is essential reading for anyone studying, teaching or working in marketing in the leisure industry.