TABLE OF CONTENTS This first section of the book sets the scene by answering two questions which are central to the whole book, namely:
Chapter 1 What is marketing?
Chapter 2 What is leisure?
We will look at the marketing concept and examine some current trends and key issues in the theory and practice of marketing.
In this section of the book, the authors will also seek to offer a definition of leisure. They will examine the interrelationship between the different sectors of leisure, and suggest that the distinctions between them are becoming increasingly blurred.
The main concepts covered in the chapter are:
The scope and nature of marketing
Definitions of the marketing concept
The application of marketing principles to profit-making and nonprofit making organisations
The differences between strategic and tactical marketing
Service product marketing in comparison to the marketing of manufactured products.
This chapter introduces the marketing concept. It looks at the historical development of marketing and discusses the application of marketing to different kinds of organisation. The chapter also looks at the marketing function within the context of other management functions. Differences between product marketing and service marketing will be discussed. The chapter will review the reasons why marketing has become a highly fashionable influential subject in all aspects of the economy and society, and review some of the current contemporary marketing issues.
The main points covered in the chapter are as follows:
introduction to the...
