UNSPECIFIED (1995) UNDERSTANDING THE LEVEL OF MARKETING ACTIVITY IN THE LEISURE SECTOR. SERVICE INDUSTRIES JOURNAL, 15 (3). pp. 257-275. ISSN 0264-2069

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Abstract

The level of marketing activity in services businesses has been widely debated in the services literature. This article reviews the application of marketing analysis, planning and control activities in one area of the leisure sector: wildlife attractions, zoos and safari parks. The analysis combines a literature review with secondary data collection and semi-structured personal inter views with senior managers at key establishments. The findings highlight the use of recognised strategic and tactical marketing concepts which are subsequently related to a recognised model of services marketing. The relevance of the services marketing model is seen to vary for different groups of establishments. The terms minimalists, entrepreneurs and planners are used to reflect the level of marketing activity undertaken.

Item Type:	Journal Article
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Journal or Publication Title:	SERVICE INDUSTRIES JOURNAL
Publisher:	FRANK CASS CO LTD
ISSN:	0264-2069
Date:	July 1995
Volume:	15
Number:	3
Number of Pages:	19
Page Range:	pp. 257-275
Publication Status:	Published
URI:	http://wrap.warwick.ac.uk/id/eprint/19548

Data sourced from Thomson Reuters' Web of Knowledge

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