TABLE OF CONTENTS In this part of the book we examine the application of the principles and techniques of marketing planning to leisure.
Each of the four chapters in this section addresses one of the classic four questions, which comprises the process of marketing planning as follows:
Chapter 10: Where are we now? This chapter looks at how organisations can analyse their current marketing situation as the context for a marketing planning exercise.
Chapter 11: Where do we want to go? the setting of goals and objectives. In this chapter, we explore the setting of goals and objectives and the generation of mission statements.
Chapter 12: How will we get there? developing the strategy. This chapter looks at the evaluation of strategic options and the creation of marketing strategies. It then goes on to look at the role of marketing plans in implementing these strategies.
Chapter 13: How will we know when we get there? monitoring, review and evaluation. This chapter covers monitoring, review and evaluation the techniques by which the implementation of the strategy is kept on the right track.
The main concepts covered in the chapter are:
Current situation analysis at different levels including whole...
