Strategy and Tactics: Marketing Leisure Facilities

Research output: Contribution to journalArticlepeer-review

19 Citations (Scopus)


Marketing is marketing is marketing. Some practitioners would like it believed that the principles of marketing apply to all sectors of commerce, while many in the agency/fast moving consumer goods (FMCG) world believe that the marketers in the fast rising sector of services are lagging behind in both their understanding of marketing and the implementation of marketing practices. This article examines marketing, its definition, scope and use in the context of leisure facilitiesf broadly defined, in the UK, While training for such marketing may not be formalised, and the strategic direction may not always be in the hands of the marketers concerned, the tactical fundamentals of marketing management exist with a conviction worthy of the envy of many FMCG/industrial marketers.

Original languageEnglish
Pages (from-to)110-124
Number of pages15
JournalThe Service Industries Journal
Issue number3
Publication statusPublished - 1 Jul 1993
Externally publishedYes

ASJC Scopus subject areas

  • Strategy and Management
  • Management of Technology and Innovation


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