The Meaning of Marketing and Leisure: Issues for Research and Development Available to Purchase

Suggests research themes and conceptual extensions which may be useful to researchers of the leisure industry in the marketing context who are trying to increase commencial productivity or disciplinary relevance of their work. Examines two disparate issues which arise when the meaning of marketing and leisure is considered: the meaning of leisure in the context of marketing; and the meaning of marketing in the context of leisure. Concludes that researchers in the leisure marketing area should be aware of the extent to which consumer behaviour in general can be conceived of as leisure; local authorities can make use of the principles of commercial marketing; and knowledge of either of these areas can make organizations more responsive to the needs of their customers.