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.
- International case studies to facilitate understanding
- Concentrated and comprehensive study of leisure marketing
- Uses real life events to highlight key themes and issues such as marketing of sports stadia as multi purpose venues, leisure retailing: from designer outlets to markets, and corporate hospitality in sport
Undergraduates in Leisure Management, Leisure Studies abd associated courses such as Sports Management, Arts Management and Heritage Management.
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.
- No. of pages:
- © Butterworth-Heinemann 2005
- 15th December 2004
- Paperback ISBN:
Principal Lecturer in Tourism and Hospitality, Sheffield Hallam University. Susan is a specialist in applied consumer behaviour and marketing. She is the author of a wide range of books, articles, papers and distance learning materials with a particular focus on the tourism and hospitality sectors. Susan has also developed a particular interest and expertise in the writing and use of case studies for innovative teaching and learning experiences.
Principal Lecturer in Marketing, Sheffield Hallam University, UK
Head of Tourism and Hospitality, Sheffield Hallam University and Professeur Visitant at IMHI Paris. John is the author of seven books on tourism and has been a keynote speaker at major international conferences in many countries including the UK, Russia, Greece, Indonesia, Portugal, Turkey, Sri Lanka and Brazil. He is also Chair of ATLAS,the association of universities involved in Tourism Education and research.
Principal Lecturer in Tourism Management, Centre for Tourism, Sheffield Hallam University, UK