Abstract
Successful service marketers utilize strategic planning to meet the needs of their market. This paper discusses the role of market opportunity analysis in services marketing, focusing on leisure markets. Planning models and research techniques prove valuable in developing visitor-oriented facilities and programs. A joint theoretical and applied analysis is stressed. Building on a dual stream of marketing and leisure literature, a conceptual framework is presented. Research findings from recent parks studies are discussed to extend this perspective. Synthesizing these two different, yet compatible approaches yields key implications for service organizations. Finally, a six-point research agenda is offered.
| Original language | English |
|---|---|
| Title of host publication | Developments in Marketing Science: Proceedings of the Academy of Marketing Science |
| Subtitle of host publication | Proceedings of the Academy of Marketing Science |
| Publisher | Springer Nature |
| Pages | 430-433 |
| Number of pages | 4 |
| DOIs | |
| State | Published - 2015 |
| Externally published | Yes |
Publication series
| Name | Developments in Marketing Science: Proceedings of the Academy of Marketing Science |
|---|
Bibliographical note
Publisher Copyright:© 2015, The Academy of Marketing Science.
ASJC Scopus Subject Areas
- Marketing
- Strategy and Management
Keywords
- Market Opportunity
- Planning Model
- Service Marketing
- Service Organization
- Tennessee Valley Authority
Fingerprint
Dive into the research topics of 'Analyzing Market Opportunities in Service Organizations: A Leisure Services Case'. Together they form a unique fingerprint.Cite this
- APA
- Standard
- Harvard
- Vancouver
- Author
- BIBTEX
- RIS