Leisure Marketing: A Global Perspective
By John Swarbrooke

List of Tables

Chapter 1: What is Marketing?

Table 1.1: The main emphasis of the definitions of marketing
Table 1.2: The marketing objectives of different types of organisations
Table 1.3: The marketing mix

Chapter 3: The International Market

Table 3.1: The family life cycle and visitor attractions

Chapter 4: The International Leisure Industry

Table 4.1: Destination market: large European seaside resort

Chapter 5: The International Business Environment

Table 5.1: Key issues in the macroenvironment by different sectors
Table 5.2: The old manager and the new manager
Table 5.3: A private hotel and a local authority museum

Chapter 6: Product

Table 6.1: Customers for a fast-food chain and the benefits sought
Table 6.2: Types of attraction and benefits sought ( Source: Swarbrooke, 1999)
Table 6.3: Use of branding techniques in leisure organisations some recent examples
Table 6.4: Key players in the European budget market
Table 6.5: Summary of product life-cycle characteristics, objectives and strategies
Table 6.6: Example 1 The tour operator product-portfolio
Table 6.7: Marketing activities according to ease or difficulty of standardisation

Chapter 7: Price

Table 7.1: Discriminatory pricing examples
Table 7.2: Pricing of leisure products in Europe

Chapter 8: Place

Table 8.1: The advantages and disadvantages of expanding a hotel chain by ownership
Table 8.2: The advantages and disadvantages of expanding a hotel chain by management

Chapter 9: Promotion

Table 9.1: The types of advertising that can be used by organisations

Chapter 11: Where do We Want to Go? The Setting of Goals and Objectives

Table 11.1: Getting the...
Copyright Susan Horner and John Swarbrooke 2005 under license agreement with Books24x7
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