Stay ConnectedImproving Leisure Services Through Marketing Action - eBook
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