Horner Susan, Swarbrooke John / Хорнер Сьюзан, Сварбрук Джон - Leisure Marketing: A Global Perspective / Маркетинг на рынке досуга: глобальная перспектива

Название:
Horner Susan, Swarbrooke John / Хорнер Сьюзан, Сварбрук Джон - Leisure Marketing: A Global Perspective / Маркетинг на рынке досуга: глобальная перспектива
Размер:
5.7 MB
4.0000
25
1
Скачать
Leisure Marketing: A Global Perspective / Маркетинг на рынке досуга: глобальная перспектива
Год: 2005
Автор: Susan Horner, John Swarbrooke / Сьюзан Хорнер, Джон Сварбрук
Жанр: Гостиничный бизнес
Издательство: Elsevier Butterworth-Heinemann
ISBN: 0 7506 5550 X
Язык: Английский
Формат: PDF
Качество: Изначально компьютерное (eBook)
Количество страниц: 425
Описание: Конкуренция в гостиничном бизнесе заставляет руководство отелей работать в жестких условиях бизнес-сообщества, и даннная книга будет серьезным подспорьем для сотрудников отделов продаж как сетевого, так и частного отеля.
Примеры страниц
Оглавление
Preface ix
Part One Introduction 1
Introduction 3
1 What is marketing? 5
2 What is leisure? 21
Part Two The international dimension 29
Introduction 31
3 The international market 33
4 The international leisure industry 45
5 The international business environment 52
Part Three The marketing mix and leisure 77
Introduction 79
6 Product 81
7 Price 101
8 Place 116
9 Promotion 127
Part Four Marketing planning in leisure 145
Introduction 147
10 Where are we now? Current situation analysis 149
11 Where do we want to go? The setting of goals and objectives 164
12 How will we get there? Developing the strategy 174
13 How will we know when we get there? Monitoring, review and evaluation 181
Part Five Marketing in the different sectors of the leisure industry 187
Introduction 189
14 Visitor attractions 191
15 Accommodation 197
16 Tourist destinations 203
17 Tour operation 210
18 Transport 217
19 Resort complexes 225
20 Retail travel 230
21 Arts and entertainment 235
22 Recreation and sport 242
23 Leisure shopping 250
24 Restaurants and catering 255
Conclusions 262
Part Six Topical issues in leisure marketing 265
Introduction 267
25 Competition and competitive advantage 269
26 Quality 277
27 Ethics and social responsibility 286
28 Marketing research and relationship marketing 296
Part Seven The wider context 307
Introduction 309
29 Leisure and the wider consumer society 311
30 Globalisation 316
Part Eight Conclusions 321
Part Nine Case studies 329
Introduction 331
Case study 1 The Victoria and Albert Museum (V&A) 333
Case study 2 Disneyland Resort, Paris: The marketing mix 340
Case study 3 Modern art museums 343
Case study 4 Health, leisure and tourism marketing 347
Case study 5 Manchester United: Marketing the brand 353
Case study 6 Sofitel hotels and resorts 356
Case study 7 ‘Souljourn’ USA: ‘Guiding the world to the best of
Black culture’ 359
Case study 8 Hilton Head Island, USA: The leisure island for golf and
leisure shopping 361
Case study 9 Las Vegas: The world of casinos and themed hotels 365
Case study 10 New niche markets in the leisure industry: The boutique
hotel, the clubbing holiday and the music festival
experience 369
Case study 11 International film and the tourism industry 373
Case study 12 The growth of the online retail travel market 379
Case study 13 Tour operators’ brochures and advice for tourists about safety 383
Case study 14 Leisure travel magazines and the Islamic tourism market 388
Glossary 391
Bibliography and further reading 398
Index 404