Marketing for leisure and tourism

著者

    • Morgan, Michael

書誌事項

Marketing for leisure and tourism

Michael Morgan

Prentice Hall, 1996

大学図書館所蔵 件 / 全6件

この図書・雑誌をさがす

注記

Includes bibliographical references (p. 305-310) and index

内容説明・目次

内容説明

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.

目次

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

「Nielsen BookData」 より

詳細情報

ページトップへ