TABLE OF CONTENTS 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. |
The main concepts covered in the chapter are:
Differences in the degree of competition which exists in the market in the various sectors within leisure
The main types of competitive advantage strategies used within leisure
The wide range of factors which influence the competitive advantage strategies an organisation chooses to adopt.
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...
