A Global Perspective
- Susan Horner, Principal Lecturer in Marketing, Sheffield Hallam University, UK
- John Swarbrooke, Principal Lecturer in Tourism Management, Centre for Tourism, Sheffield Hallam University, UK
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.View full description
Undergraduates in Leisure Management, Leisure Studies abd associated courses such as Sports Management, Arts Management and Heritage Management.
- Published: December 2004
- Imprint: BUTTERWORTH HEINEMANN
- ISBN: 978-0-7506-5550-7
Table of ContentsPart 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.