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Leisure Marketing: A Global Perspective by Susan Horner

By Susan Horner

Divided into 9 elements, Leisure advertising and marketing: an international perspective publications the reader via relaxation and advertising thoughts, the promoting combine, key matters in several sectors, topical concerns (such as globalisation, advertising study and ethics, for instance branding and environmental issues), and the way forward for rest advertising.

A component to the ebook is dedicated solely to foreign case reviews, which illustrate and spotlight key subject matters and matters raised all through to be able to facilitate studying. instance of overseas circumstances used are:

  • Disneyland inn, Paris: the promoting Mix
  • Manchester United soccer membership: advertising and marketing the Brand
  • The development of the net Retail shuttle Market
  • Hilton Head Island, united states: The rest Island for golfing and relaxation Shopping
  • Health, relaxation and Tourism advertising together with Spa inns, health and wellbeing golf equipment and lake Resorts.

This e-book combines genuine global adventure with a superior theoretical framework. it truly is crucial analyzing for someone learning, instructing or operating in advertising within the rest undefined.

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The sportsperson Engaging in a wide choice of recreational experiences either indoor or outdoor The shopper Shopping as a leisure experience The student Learning new facts or experiencing learning development The artist Engaging in or learning from the arts, theatre and the cinema The hedonist The leisure consumer (at home or away from home) The home lover – gardening – do it yourself – watching television/ video/computers Experiencing indulgences such as treatments, gambling, etc. 2 The choice of leisure experiences open to an individual 23 • • • • Leisure Marketing It can be seen from this figure that an individual can choose to spend their time engaging in a series of different experiences during their leisure time to gain different outcomes.

Teenagers New experiences. Excitement. Status. More independence from parents. Opportunities for active participation. Social interaction with other teenagers. Young adult New experiences. Freedom of action. Opportunities for active participation. Social interaction with other young adults. Young couple New experiences. Romance. Young couple with baby Facilities for babies. Economy. Ease of access for pushchairs and prams. g. a family ticket. Something for all the family to do. ‘Empty nesters’ Chance to learn something new.

Try to identify who you think the customers are, for the products and services on offer. Discuss the benefits that you think these customers derive from the products and services provided by your chosen organisation. • • • • 28 Part Two The international dimension This Page is Intentionally Left Blank Introduction Part Two focuses on the international context of leisure marketing worldwide. Chapter 3 looks at the international market in all its aspects. Chapter 4 concentrates on the supply side, in other words, the international leisure industry.

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