Marketing For Leisure And Tourism

Marketing for Leisure and Tourism 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.
  • Limba : Engleza
  • Cuprins : 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
  • Data Publicarii : 1996
  • Editie : 1
  • Format : Paperback
  • Numar pagini : 344
  • ISBN : 9780131509887
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