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Marketing in Leisure and Tourism - eBook

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ISBN/ISSN: 978-1-89213-850-8

Author(s): Patricia Click Janes

Copyright year: 2006

Edition: 1st

pages: 350

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Marketing in Leisure and Tourism: Reaching New Heights explores marketing from the context of understanding marketing, developing a marketing strategy, and achieving organizational objectives, all within the lens of leisure and tourism.

This book introduces an applied system for integrating marketing concepts. Moreover, it introduces to a process for identifying the potential tools available for reaching consumers with meaningful messages in effective ways.

The author has taught at the higher education level. She has also worked professionally for various hospitality and tourism management organizations.

Section 1: Understanding Marketing in Leisure and Tourism

Chapter 1: Reaching New Heights— Integrating Marketing

Chapter 2: The Marketing of Leisure and TourismExperiences

Chapter 3: The Quality Service Foundation

Chapter 4: Enabling Marketing Action

Chapter 5: Understanding, Developing, and Applying Market Research

 

Section 2: Developing a Leisure Services and Tourism Marketing Strategy

Chapter 6: Developing the Strategy

Chapter 7: Target Market Approaches

Chapter 8: Brand Positioning and MarketingOutcomes

 

Section 3: Achieving Leisure and Tourism Organization Objectives Through Successful Promotional and Communication Plans

Chapter 9: Processing Operational Decisions

Chapter 10: Organization Offerings, Distribution, and Pricing

Chapter 11: Promotional Brand, Collateral Design, and Events

Chapter 12: Advertising, Public Relations, and Crisis Communication

Chapter 13: Relationships: Community, Sponsorships, and Stewardship

Chapter 14: Direct Marketing: Internal and External Sales

 

Appendix A: Market Research Resources

Appendix B: Brainstorming Cards and Charts

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