Download Leisure Marketing: A Global Perspective by Susan Horner PDF

By Susan Horner

Divided into 9 elements, Leisure advertising: an international perspective courses the reader via rest and advertising techniques, the selling combine, key concerns in numerous sectors, topical matters (such as globalisation, advertising learn and ethics, for instance branding and environmental issues), and the way forward for rest advertising and marketing.

A component of the e-book is dedicated totally to overseas case reports, which illustrate and spotlight key topics and matters raised all through that allows you to facilitate studying. instance of foreign circumstances used are:

  • Disneyland inn, Paris: the selling Mix
  • Manchester United soccer membership: advertising the Brand
  • The development of the web Retail trip Market
  • Hilton Head Island, united states: The rest Island for golfing and relaxation Shopping
  • Health, rest and Tourism advertising together with Spa lodges, healthiness golf equipment and lake Resorts.

This booklet combines genuine international adventure with a superb theoretical framework. it truly is crucial studying for an individual learning, instructing or operating in advertising within the rest undefined.

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Additional resources for Leisure Marketing: A Global Perspective

Sample text

Foxall and Goldsmith (1994) suggested that it is vital that we understand how consumers act at different stages of their purchase decision-making processes. They divided the stages down as follows: ● ● ● ● the development and perception of a want or need; prepurchase planning and decision-making; the purchase act itself; postpurchase behaviour which may lead to repeat buying, repeat sales and disposition of the product after consumption. The models that we have considered so far are general models of consumer behaviour that we can apply to the leisure sector.

The conclusion which could be drawn from this analysis is that although services do have some special characteristics which require different approaches to marketing, they do have many characteristics which they share with products. Contemporary marketing issues There are a number of contemporary issues which have been growing in importance in the marketing field during the last part of the twentieth century. The first of these is the growing interest being shown by nonprofit making organisations in the philosophy and practice of marketing.

Demographic segmentation This method of market segmentation is based on subdividing a population on the basis of demographic factors. This method has been used extensively by leisure organisations as the following examples illustrate: 1. Sex – The pay-to-view football customer who is usually a male and the stereotypical shopper who is a female. 2. Age – The specialist tour operators who have targeted older people (Saga) or younger people (Club 18–30). 3. Religion – This is at the heart of the pilgrimage product, for example.

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