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Marketing for leisure and tourism / Michael Morgan

Main Author Morgan, Michael Publication London : Prentice Hall, 1996 Description xx, 317 p. : il. ; 24 cm ISBN 0131509888 Topical name Turismo - Marketing CDU 658.8:338.48
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca Universidade Europeia (Lispólis)
658.8:338.48 MOR Available UE14040
Total holds: 0

Contents

Part 1 - What is leisure marketing?

1. Leisure
2. What is marketing?
3. Marketing orientation
4. The marketing planning process

Part 2 - Understanding Leisure Markets

5. Research for marketing
6. The external influence
7. Consumer behaviour
8. Segmentation
9. Competitive strategy

Part 3 - The leisure marketing mix

10. The leisure product
11. Designing and delivering customer service
12. Pricing
13. Place: getting your product to the market, or vice versa

Part 4 - The promotional mix in leisure

14. Promotion
15. Advertising
16. Direct marketing
17. Sales promotion
18. Public relations
19. Promotional literature
20. Meeting the customer face to face

Part 5 - Implementing the marketing concept in leisure

21. Cooperative marketing
22. Marketing in leisure organizations

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