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Improving Leisure Services Through Marketing Action - eBook

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ISBN/ISSN: 978-1-57167-670-2

Author(s): Ron E. McCarville

Copyright year: 2002

Edition: 1st

pages: 276

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Improving Leisure Services Through Marketing Action provides the basic tools and a sound foundation for readers to implement an effective marketing plan to meet their customers' needs and demands. This introductory marketing text discusses principles of segmentation, analysis, communication, and marketing mix, among others.

It guides the reader through the entire marketing process, focusing on two main points: first, marketing is largely a circular process that begins and ends with the client, and second, marketing comprises many stages or steps. However, for marketers to be successful in this process, they must be able to recognize this sequential process.

The author has taught in higher education. Moreover, he regularly shares his ideas through keynote addresses, workshops, and seminars around North America.

Acknowledgments

Forward

 

Chapter 1: Understand Marketing Basics 

Chapter 2: Conduct an Opportunity Assessment 

Chapter 3: Establish Strategic Direction 

Chapter 4: Develop a Service Strategy 

Chapter 5: Product Basics 

Chapter 6: Develop Solutions

Chapter 7: Communication Basics 

Chapter 8: Communicate Value 

Chapter 9: Pricing Basics 

Chapter 10: Create Pricing Strategy 

Chapter 11: Program Delivery Basics  

Chapter 12: Present the Service to the Client 

Chapter 13: Recover from Errors 

Chapter 14: Understand the Client/Marketplace through Research 

Chapter 15: Encourage Continuous Improvement 

Appendix 1: Putting it All Together: One Successful Program

 

Index

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