Divided into nine parts, Leisure Marketing: a global perspective guides the reader through leisure and marketing concepts, the marketing mix, key issues in different sectors, topical issues (such as globalisation, marketing research and ethics, for example branding and environmental issues), and the future of leisure marketing.
A section of the book is devoted entirely to international case studies, which illustrate and highlight key themes and issues raised throughout in order to facilitate learning. Example of international cases used are:
* Disneyland Resort, Paris: The Marketing Mix
* Manchester United Football Club: Marketing the Brand
* The Growth of the Online Retail Travel Market
* Hilton Head Island, USA: The Leisure Island for Golf and
Leisure Shopping
* Health, Leisure and Tourism Marketing including Spa Hotels,
Health Clubs and lake Resorts.
* International case studies to facilitate understanding
* Concentrated and comprehensive study of leisure marketing
* Uses real life events to highlight key themes and issues such
as marketing of sports stadia as multi purpose venues, leisure
retailing: from designer outlets to markets, and corporate
hospitality in sport
Part One Introduction
Part Two The international dimension
Part Three The marketing mix and leisure
Part Four Marketing Planning in lesure
Part Five Marketing in the different sectors of the leisure
industry
Part Six Topical issues in leisure marketing
Part Seven The wider context
Part Eight Conclusions
Part Nine Case studies