Are you looking for read ebook online? Search for your book and save it on your Kindle device, PC, phones or tablets. Download Leisure Marketing PDF full book. Access full book title Leisure Marketing by Susan Horner. Download full books in PDF and EPUB format.
Author: Susan Horner Publisher: Routledge ISBN: 1136387854 Category : Business & Economics Languages : en Pages : 426
Book Description
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.
Author: Susan Horner Publisher: Routledge ISBN: 1136387854 Category : Business & Economics Languages : en Pages : 426
Book Description
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.
Author: Susan Horner Publisher: Routledge ISBN: 1136387862 Category : Business & Economics Languages : en Pages : 424
Book Description
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.
Author: Patricia Click Janes Publisher: Venture Publishing (PA) ISBN: 9781892132659 Category : Leisure industry Languages : en Pages : 0
Book Description
"Welcome to the roller-coaster world of marketing decision making. There are many things to consider, many issues to face, and this book will show how this process can be less frightening and risky than a roller-coaster ride, yet feature all the thrills and enjoyment associated with it. The first chapter highlights the reasons why some leisure service agencies have not integrated marketing effectively. Further, it suggests reasons how marketing has evolved and why it is beneficial to adopt strategic marketing practices. The issues of barriers to effective marketing, strategies, and benefits are covered, as well as components of leisure service agency marketing. Foundational issues related to effective leisure service agency marketing are clarified in Chapter 2, including leisure service philosophy and its relationship to the quality of people's lives. Chapter 3 is designed to introduce a formal process for applying each of these components in a leisure service agency: funding, evaluating, and enabling marketing action through planning. Further, it addresses issues of particular concern to leisure agencies, including funding marketing efforts and measuring the impacts of these marketing decisions. Chapter 4 addresses the premise that all activities are driven by quality service standards. Quality service involves every aspect of an agency from the products, services, and the experiences it provides, to the standards (e.g., cleanliness, hiring) and processes it creates (e.g., policies/procedures). Chapter 5 discusses research as the heart of effective marketing. Research is needed throughout the marketing process and provides assistance to each phase. Research addresses issues related to understanding demographic and leisure trends; needs of targeted markets; satisfaction of employees, volunteers, and customers; and questions like whether that $10,000 per month billboard is worth the investment. Chapters 6 through 8 are dedicated to developing skills in strategic analysis. Anyone can spend a marketing budget but not everyone can be successful at it. Therefore the key to effective decisions is analyzing and developing a strategy that is based on sound principles and evidence. Targeted markets can be developed through understanding current systems, issues, and future plans. In Chapter 7, the process for target market creation is outlined identifying techniques for selecting appropriate markets. Once determined, agencies can develop a formal strategy for marketing. Chapter 8 highlights ways in which an agency can position themselves and develop or enhance the brand image. It is in this chapter that an agency learns to develop specific target market objectives, and from these objectives, communication decisions will be based. Finally, determining communication decisions is often thought of as the most creative part of marketing decision making. Decisions that are first made in this phase relate to product, service, program, facility, distribution, and pricing considerations. Next, brand image and promotion decisions are made, followed by the various tools used to communicate with the targeted audiences -- public and community relations, advertising, sponsorship, stewardship, selling, and internal marketing. In Chapters 9-14, techniques for effective use of each decision and tool are shared, which will help agencies make successful decisions to achieve target market objectives. This book is supported by an impressive array of online instructor materials including: sample syllabi PowerPoint slides test bank sample marketing plans audio chapter reviews related articles photographs discussion board and more!" -- Publisher.
Author: Nigel Morgan Publisher: Routledge ISBN: 1136430555 Category : Business & Economics Languages : en Pages : 374
Book Description
'Advertising in Leisure and Tourism' brings together the current thinking in this area, via extensive international case studies, to provide a critical appraisal of the potential of advertising in leisure and tourism. Arranged in three parts, the book introduces the role of advertising, evaluating its relationship within other aspects of tourism and leisure marketing; the techniques used: advertising a range of products to key market segments; and new strategic directions in advertising. It focuses on the new destination marketing strategy of branding and assesses the relationship between advertising and other increasing important areas of promotion, including sponsorship, ambient marketing and sales promotion. Advertising and marketing professionals in the leisure industries and undergraduates on marketing-related modules in tourism, leisure and hospitality courses will find this an invaluable text. Since the case studies are drawn from an international field, readers will be able to assess best practice from a variety of sources and countries. Dr Nigel Morgan is Principal Lecturer in Hospitality, Leisure and Tourism and Annette Pritchard is Senior Lecturer at School of Leisure and Tourism, at the University of Wales Institute, Cardiff.
Author: Susan Horner Publisher: Arden Shakespeare ISBN: Category : Business & Economics Languages : en Pages : 736
Book Description
This text looks at marketing from a European perspective. In addition to case studies, it considers differences in consumer behaviour between European countries. The text is supported by student exercises and adopts a student-centered learning approach.
Author: Howard S. Gitlow Publisher: Springer ISBN: 3319169343 Category : Business & Economics Languages : en Pages : 394
Book Description
This volume includes the full proceedings from the 1979 Academy of Marketing Science (AMS) Annual Conference held in Miami, Florida. It provides a variety of quality research in the fields of marketing theory and practice in areas such as consumer behaviour, marketing management, marketing education and international marketing, among others. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Author: George Torkildsen Publisher: Routledge ISBN: 1135810486 Category : Political Science Languages : en Pages : 589
Book Description
This revised and updated edition reflects the changes that have taken place within the field of leisure and recreation management in recent years. Issues such as social inclusion, cultural strategy, exercise for health have risen to the top of the policy agenda. Commercial pressures, changes in the voluntary and public sector and emerging leisure professions such as sports development and playwork are all profoundly influencing the professional landscape. Leisure and Recreation Management is the only book to cover leisure history, key leisure concepts, trends, provision, management practices and operational issues in one comprehensive volume. · Leisure and Cultural Heritage - the social and historic factors shaping current leisure · Themes in Leisure, Recreation and Play - understanding leisure as a social · Leisure Planning and Provision - in the Public, voluntary and commercial sectors · Leisure Products - exploring the key areas of tourism, the countryside, the arts, and sport · Leisure Management - principles and practice for leadership, staffing, training, programming, event management, leisure marketing and more Exploring every key concept and innovation, and with more student-friendly textbook features than ever before, Leisure and Recreation Management is essential reading for student and professional interested in the theory and practice of managing leisure and recreation services and facilities.
Author: Joseph S. Chen Publisher: Emerald Group Publishing ISBN: 1780529368 Category : Business & Economics Languages : en Pages : 287
Book Description
Advances in Hospitality and Leisure, a peer-review series, delivers refreshing insights from a host of scientific studies in the domains of hospitality, leisure and tourism.
Author: Noel Scott Publisher: Routledge ISBN: 1317987268 Category : Business & Economics Languages : en Pages : 309
Book Description
This book provides a review of the current theory and practice of experiential tourism and how it is marketed. Many societies today are characterised by widespread individual wealth of an order previously confined to the elite with the consequence that ownership of ‘ordinary’ physical goods is no longer a distinguishing factor. Instead people are now seeking the ‘extraordinary’ with examples being bodies enhanced through surgery, personal fitness trainers, and, in the case of leisure and tourism, seeking unique and unusual places to visit and activities to undertake. This trend manifests in the increasing consumption of services and the addition of experiential elements to physical goods by businesses aware of societal changes. The trend is enhanced by rapidly changing technology and economic production methods providing new sectors of the world’s population with access to the consumption experiences that are repeatedly featured in the media. This is the experience economy, characterised by a search by consumers for fantasies, feelings, and fun. This book was based on a special issue of Journal of Hospitality Marketing & Mangement.
Author: Ian Patterson Publisher: CABI ISBN: 1786390949 Category : Business & Economics Languages : en Pages : 253
Book Description
Tourism and Leisure Behaviour in an Ageing World, based on Ian Patterson's previously published Growing Older, provides an overview of the latest research concerning tourist behaviour and leisure needs of baby boomers, seniors, and older adults. With an increasingly ageing population, industry interest has intensified and there has been a corresponding explosion in related research activity.
Author: Susan Horner
Author: Susan Horner
Author: Susan Horner
Author: Patricia Click Janes
Author: Nigel Morgan
Author: Susan Horner
Author: Howard S. Gitlow
Author: George Torkildsen
Author: Joseph S. Chen
Author: Noel Scott
Author: Ian Patterson