| Preface |
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ix | |
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1 | (28) |
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3 | (2) |
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5 | (16) |
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21 | (8) |
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Part Two The international dimension |
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29 | (48) |
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31 | (2) |
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33 | (12) |
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The international leisure industry |
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45 | (7) |
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The international business environment |
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52 | (25) |
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Part Three The marketing mix and leisure |
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77 | (68) |
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79 | (2) |
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81 | (20) |
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101 | (15) |
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116 | (11) |
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127 | (18) |
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Part Four Marketing planning in leisure |
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145 | (42) |
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147 | (2) |
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Where are we now? Current situation analysis |
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149 | (15) |
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Where do we want to go? The setting of goals and objectives |
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164 | (10) |
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How will we get there? Developing the strategy |
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174 | (7) |
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How will we know when we get there? Monitoring, review and evaluation |
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181 | (6) |
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Part Five Marketing in the different sectors of the leisure industry |
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187 | (78) |
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189 | (2) |
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191 | (6) |
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197 | (6) |
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203 | (7) |
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210 | (7) |
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217 | (8) |
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225 | (5) |
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230 | (5) |
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235 | (7) |
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242 | (8) |
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250 | (5) |
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255 | (10) |
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262 | (3) |
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Part Six Topical issues in leisure marketing |
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265 | (42) |
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267 | (2) |
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Competition and competitive advantage |
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269 | (8) |
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277 | (9) |
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Ethics and social responsibility |
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286 | (10) |
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Marketing research and relationship marketing |
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296 | (11) |
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Part Seven The wider context |
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307 | (14) |
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309 | (2) |
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Leisure and the wider consumer society |
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311 | (5) |
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316 | (5) |
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321 | (8) |
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329 | (62) |
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331 | (2) |
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Case study 1 The Victoria and Albert Museum (V&A) |
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333 | (7) |
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Case study 2 Disneyland Resort, Paris: The marketing mix |
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340 | (3) |
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Case study 3 Modern art museums |
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343 | (4) |
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Case study 4 Health, leisure and tourism marketing |
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347 | (6) |
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Case study 5 Manchester United: Marketing the brand |
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353 | (3) |
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Case study 6 Sofitel hotels and resorts |
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356 | (3) |
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Case study 7 `Souljourn' USA: `Guiding the world to the best of Black culture' |
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359 | (2) |
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Case study 8 Hilton Head Island, USA: The leisure island for golf and leisure shopping |
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361 | (4) |
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Case study 9 Las Vegas: The world of casinos and themed hotels |
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365 | (4) |
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Case study 10 New niche markets in the leisure industry: The boutique hotel, the clubbing holiday and the music festival experience |
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369 | (4) |
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Case study 11 International film and the tourism industry |
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373 | (6) |
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Case study 12 The growth of the online retail travel market |
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379 | (4) |
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Case study 13 Tour operators' brochures and advice for tourists about safety |
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383 | (5) |
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Case study 14 Leisure travel magazines and the Islamic tourism market |
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388 | (3) |
| Glossary |
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391 | (7) |
| Bibliography and further reading |
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398 | (6) |
| Index |
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404 | |
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