Leisure Marketing: A Global Perspective

ISBN-13: 9781138173446 / Angielski / Twarda / 2016 / 424 str.

Susan Horner; John Swarbrooke

Opis

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.

Spis treści

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.

O autorze

Susan Horner, John Swarbrooke