From Leisure Marketing: A Global Perspective
Chapter List
- Introduction
- Chapter 25: Competition and Competitive Advantage
- Chapter 26: Quality
- Chapter 27: Ethics and Social Responsibility
- Chapter 28: Marketing Research and Relationship Marketing
In Part Six we focus on four issues which are particularly important topics currently in the development of marketing in leisure.
These topics are as follows:
| Chapter 25 | The nature of competition and the ways in which leisure organisations may seek to gain competitive advantage in their respective sector. |
| Chapter 26 | The concept of quality and the application of traditional and emerging approaches to quality management in leisure. |
| Chapter 27 | The twin topics of ethics and social responsibility in relation to leisure. |
| Chapter 28 | Marketing research, which is clearly crucial at a time when the conventional wisdom says that successful marketing means being market- or consumer-led. |
Key Concepts
The main concepts covered in the chapter are:
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Differences in the degree of competition which exists in the market in the various sectors within leisure
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The main types of competitive advantage strategies used within leisure
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The wide range of factors which influence the competitive advantage strategies an organisation chooses to adopt.
Introduction
One of the clich s of marketing is that markets are becoming increasingly competitive, and organisations must therefore strive constantly to find new ways of achieving competitive advantage.
In leisure, these issues are particularly topical for two reasons. First, the Europe-wide recession of the early 1990s and the Asian economic crisis of 1997 1998 made many markets more competitive and this competitiveness appears to be continuing after...
Products & Services
Topics of Interest
Chapter List Introduction Chapter 29: Leisure and the Wider Consumer Society This brief part, which consists of just two chapters, is nevertheless of great importance, for it sets the...
Chapter List Introduction Chapter 3: The International Market Chapter 4: The International Leisure Industry Chapter 5: The International Business Environment Part Two focuses on the...
Chapter List Introduction Chapter 1: What is Marketing? Chapter 2: What is Leisure? This first section of the book sets the scene by answering two questions which are central to the...
Chapter List Conclusions Overview At the end of such a long, complex and wide-ranging text, attempting to draw conclusions is a necessary but awesome task. Perhaps the only real...
Chapter List Chapter 21: Organisation Structure Chapter 22: Organisation Culture: Leadership, Power and Control Chapter 23: Change in Organisations Chapter 24: Quality Management and...
