TY  - BOOK
AU  - Morgan Michael
TI  - Marketing for Leisure and Tourism
SN  - 131509888
PY  - 1996///
PB  - Prentice Hall
N2  - A comprehensive yet accessible account of the role of marketing in the leisure and tourism industries.  Preface, Acknowledgements, What is Leisure Marketing?, Leisure, What is Marketing?, Marketing Orientation, The Marketing Planning Process, Understanding Leisure Markets, Research for Marketing, The External Influences, Consumer Behavior, Segmentation, Competitive Strategy, The Leisure Marketing Mix, The Leisure Product, Designing and Delivering Customer Service, Pricing, Place: Getting your Product to the Market and or Vice Versa, The Promotional Mix in Leisure, Promotion, Advertising, Direct Marketing, Sales Promotion, Public Relations, Promotional Literature, Implementing the Marketing Concept in Leisure, Cooperative Marketing, Marketing in Leisure Organizations, Bibliography, Index
ER  -