STRATEGY AND TACTICS - MARKETING LEISURE FACILITIES

Marketing is marketing is marketing. Some practitioners would like it believed that the principles of marketing apply to all sectors of comm erce, 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 implem entation of marketing practices. This article examines marketing, its definition, scope and use in the context of leisure facilities, broadl y defined, in the UK. While training for such marketing may not be for malised, and the strategic direction may not always be in the hands of the marketers concerned, the tactical fundamentals of marketing manag ement exist with a conviction worthy of the envy of many FMCG/industri al marketers.