Sales Promotions and the Marketing of Local Government Recreation and Leisure Services

Abstract

States that, owing to major change in the field of marketing in the past 20 years, there has been an increase in the use of sales promotion. Proposes that managers in local authorities, who are responsible for the marketing of recreation and leisure services should understand the role that astute use of sales promotion can play in their marketing campaigns. Examines the meaning of sales promotion and gives a list of commonly used promotions given by local government. Reveals that careful planning, execution and evaluation of sales promotion can make it a useful tool for the recreation and leisure service manager.

Citation

Cowell, D.W. (1984), "Sales Promotions and the Marketing of Local Government Recreation and Leisure Services", European Journal of Marketing, Vol. 18 No. 2, pp. 114-120. https://doi.org/10.1108/EUM0000000004775