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Author: Susan Horner
Publisher: Routledge
ISBN: 1136387854
Category : Business & Economics
Languages : en
Pages : 426
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Book Description
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. This book combines real world experience with a solid theoretical framework. It is essential reading for anyone studying, teaching or working in marketing in the leisure industry.
Author: Susan Horner
Publisher: Routledge
ISBN: 1136387854
Category : Business & Economics
Languages : en
Pages : 426
Get Book Here
Book Description
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. This book combines real world experience with a solid theoretical framework. It is essential reading for anyone studying, teaching or working in marketing in the leisure industry.
Author: Nigel Morgan
Publisher: Routledge
ISBN: 1136430555
Category : Business & Economics
Languages : en
Pages : 374
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Book Description
'Advertising in Leisure and Tourism' brings together the current thinking in this area, via extensive international case studies, to provide a critical appraisal of the potential of advertising in leisure and tourism. Arranged in three parts, the book introduces the role of advertising, evaluating its relationship within other aspects of tourism and leisure marketing; the techniques used: advertising a range of products to key market segments; and new strategic directions in advertising. It focuses on the new destination marketing strategy of branding and assesses the relationship between advertising and other increasing important areas of promotion, including sponsorship, ambient marketing and sales promotion. Advertising and marketing professionals in the leisure industries and undergraduates on marketing-related modules in tourism, leisure and hospitality courses will find this an invaluable text. Since the case studies are drawn from an international field, readers will be able to assess best practice from a variety of sources and countries. Dr Nigel Morgan is Principal Lecturer in Hospitality, Leisure and Tourism and Annette Pritchard is Senior Lecturer at School of Leisure and Tourism, at the University of Wales Institute, Cardiff.
Author: Howard S. Gitlow
Publisher: Springer
ISBN: 3319169343
Category : Business & Economics
Languages : en
Pages : 413
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Book Description
This volume includes the full proceedings from the 1979 Academy of Marketing Science (AMS) Annual Conference held in Miami, Florida. It provides a variety of quality research in the fields of marketing theory and practice in areas such as consumer behaviour, marketing management, marketing education and international marketing, among others. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Author: Noel Scott
Publisher: Routledge
ISBN: 1317987268
Category : Business & Economics
Languages : en
Pages : 309
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Book Description
This book provides a review of the current theory and practice of experiential tourism and how it is marketed. Many societies today are characterised by widespread individual wealth of an order previously confined to the elite with the consequence that ownership of ‘ordinary’ physical goods is no longer a distinguishing factor. Instead people are now seeking the ‘extraordinary’ with examples being bodies enhanced through surgery, personal fitness trainers, and, in the case of leisure and tourism, seeking unique and unusual places to visit and activities to undertake. This trend manifests in the increasing consumption of services and the addition of experiential elements to physical goods by businesses aware of societal changes. The trend is enhanced by rapidly changing technology and economic production methods providing new sectors of the world’s population with access to the consumption experiences that are repeatedly featured in the media. This is the experience economy, characterised by a search by consumers for fantasies, feelings, and fun. This book was based on a special issue of Journal of Hospitality Marketing & Mangement.
Author: Susan Horner
Publisher: Arden Shakespeare
ISBN:
Category : Business & Economics
Languages : en
Pages : 736
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Book Description
This text looks at marketing from a European perspective. In addition to case studies, it considers differences in consumer behaviour between European countries. The text is supported by student exercises and adopts a student-centered learning approach.
Author: Akel, Gökhan
Publisher: IGI Global
ISBN: 1668443821
Category : Business & Economics
Languages : en
Pages : 596
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Book Description
Technology has brought many innovations and changes in experiential design and experiential products and services. The digital transformations brought about by technology have led to problem-solving, creative functioning, and unique improvements along with experiences. Human-digital experience interaction prevails in many areas of modern society, and in order to evaluate this interaction, a more balanced understanding of digital and experience processes is required. The Handbook of Research on Interdisciplinary Reflections of Contemporary Experiential Marketing Practices discusses innovative research on experiential marketing and evaluates the interdisciplinary reflections of practices from different perspectives. The book also explores how the concept of experience is developed, managed, and marketed according to current consumer needs and motivations. Covering critical topics such as experience economy and tourism experience management, this reference work is ideal for managers, marketers, hospitality professionals, academicians, practitioners, scholars, researchers, instructors, and students.
Author: Kevin Wong
Publisher: Routledge
ISBN: 1136411488
Category : Business & Economics
Languages : en
Pages : 159
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Book Description
Stay up to date with the most effective practices in tourism demand forecasting! Tourism Forecasting and Marketing presents vital, up-to-date research on the latest practice and applications of tourism demand modeling and forecasting. The book addresses both econometric and time series approaches to forecasting, focusing on the concepts, model specification, data analysis, and methodologies used in day-to-day tourism planning. An international panel of practitioners and academics call on a diverse range of empirical research findings to discuss commonly used theoretical frameworks for forecasting and future directions tourism demand is likely to take. Tourism Forecasting and Marketing presents research findings from the United States, the United Kingdom, Asia, and Australia that are invaluable for guiding government and private sector tourism investment and development decisions. The book addresses traditional versus modern forecasting techniques; evaluations of current and past forecasting methods; modeling and forecasting destination choice; and the impact of forecasting and marketing on tourism demand. Topics include: using time series models to forecast inbound tourism demand for China and Greece determining the economic factors that influence tourism demand in Hong Kong, Indonesia, and Malaysia examining domestic travel expenditures in South Korea developing a model to forecast ski tourism using the Palmore cohort analysis for tourism forecasting and much more! Tourism Forecasting and Marketing is an important textbook for educators and students working in tourism policy planning and management, and tourism marketing. The book is equally effective as a reference for travel and tourism researchers, and for professionals dealing with tourism demand analysis and forecasting.
Author: Christiansen, Bryan
Publisher: IGI Global
ISBN: 1466647507
Category : Business & Economics
Languages : en
Pages : 588
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Book Description
As technology continues to drive innovation and impact societies across multiple national boundaries and cultures, new approaches towards marketing products must be created and implemented to be successful in an era of hypercompetition. Transcultural Marketing for Incremental & Radical Innovation provides in depth discussion on tactics for improving existing products while inventing completely new products and product categories. This publication will prove to be helpful for scholars, practitioners, and university students who wish to better understand the importance of marketing products and services across different cultures and multiple languages.
Author: Arch G. Woodside
Publisher: CABI
ISBN: 9780851998961
Category : Business & Economics
Languages : en
Pages : 370
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Book Description
This book is based on papers given at the 2nd Symposium on Consumer Psychology of Tourism, Hospitality and Leisure (CPTHL) in Vienna in July 2000. The Symposium comprised papers reflecting the progress in consumer psychology theory and research. The Vienna Symposium put special emphasis on consumer decision making for evaluating choice alternatives in tourism, leisure, and hospitality operations. The reports have been arranged into five major compartments.
Author:
Publisher:
ISBN:
Category : Marketing
Languages : en
Pages : 900
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Book Description
