Marketing for the spa industry
Book chapter
Michopoulou, E. 2017. Marketing for the spa industry. in: Rawlinson, S. and Heap, T. (ed.) International Spa Management Oxford Goodfellow Publishers.
| Authors | Michopoulou, E. |
|---|---|
| Editors | Rawlinson, S. and Heap, T. |
| Abstract | This chapter examines marketing practises and concepts as applied within the spa industry. It uses the traditional 4ps framework; with a twist. In particular, it looks into the nature of the product, as it evolved from goods to services to experiences. Then it redefines place and its importance for consumer decision making with regards to spa related consumptions. It then moves on to discuss how promotion is performed today, and its core links to relationship management. Lastly, pricing is reviewed within the context of value creation and consumption, and its dynamic formulation in the experience co-creation process. |
| Keywords | spa; marketing; promotion; place; price; experiences; product |
| Year | 2017 |
| Book title | International Spa Management |
| Publisher | Goodfellow Publishers |
| Place of publication | Oxford |
| ISBN | 9781910158692 |
| Web address (URL) | https://www.goodfellowpublishers.com/academic-publishing.php?promoCode=&partnerID=&content=story&storyID=368&fixedmetadataID=211 |
| Output status | Published |
| Publication dates | |
| Online | 2017 |
| Publication process dates | |
| Deposited | 08 Apr 2025 |
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