The administered public recreation marketing concept

Authors

  • Edouard V. Novatorov Department of management National Research University Higher School of Economics Russia

DOI:

https://doi.org/10.25255/jbm.2016.4.1.47.59

Keywords:

code of ethics, redistribution, administered marketing

Abstract

The article focuses on four major assumptions that underlie the alternative conceptualization of public recreation marketing. It explains (1) the redistribution system within recreation resources are allocated; (2) the organizational structure of recreation agencies; (3) the ways in which public recreation agencies interact with local governments and citizens; and (4) the code of ethics and its influence on the behavior of recreation professionals. Finally, the article attempts to integrate these assumptions into an alternative definition of public recreation marketing that is termed “administered marketing.”

Downloads

Download data is not yet available.

References

Arndt, J. (1981, Fall). The political economy of marketing systems: Reviving the institutional approach. Journal of Macromarketing, 1(2): 36-47.

Arnold, R. (1957) A port of trade: Whydah on the guinea coast. In Polanyi, K., Arensberg, C. M., and Pearson, H. W. (Eds.) Trade and market in early empires (pp. 145-174). New York: The Free Press.

Boulding, K. (1973). The economy of love and fear. Belmont, CA: Wadsworth.

Brody, J. G. (1985, October). Informal social networks: Possibilities and limitations for their usefulness in social policy. Journal of Community Psychology, 13(4): 338-349.

Capon, N. and Mauser, G. (1982, Summer). A review of nonprofit marketing texts. Journal of Marketing, 46, (3): 125-128.

Coffman, L. (1986). Public sector marketing: A guide for practitioners. New York: John Wiley and Sons.

Crompton, J. L. (1983). Selecting target markets--A key to effective marketing. Journal of Park and Recreation Administration, 1(1): 7-26.

Crompton, J. L. (1987). Doing more with less in parks and recreation services: A book of case studies. State College, PA: Venture Publishing.

Crompton, J. L. and Lamb, C. H. (1986). Marketing government and social services. New York: John Wiley and Sons.

Crompton, J. L. and McGregor, B. P. (1994). Trends in the financing and staffing of local government park and recreation services 1964/65-1990/91. Journal of Park and Recreation Administration, 12(3): 19-37.

Dalton, G. (1971). Primitive, archaic, and modern economies. In G. Dalton (Ed.) Economic anthropology and development. New York: Basic Books.

Dixon, D. (1978, Summer). The poverty of social marketing. MSU Business Topics, 26: 50-56.

Dustin, D. and Godale, T. (1997, July). The social cost of individual "benefits." Parks and Recreation. 31: 20-21.

Dustin, D. L., McAwoy, L. H., and Schultz, J. H. (1995). Stewards of access/custodian of choice: A philosophical foundation for the park and recreation profession. (2d ed.) Champaign, IL: Sagamore Publishing.

Galbright, J. K. (1956). American capitalism. Boston, Mass: Houghton Mifflin.
Hardin, G. (1968, December 8). The tragedy of commons. Science: 1245-1248.

Godale, T. (1985). The political economics of local leisure services. Journal of Park and Recreation Administration, 3(1): 14-27.

Godbey, G. (1991, October). Redefining public parks and recreation. Parks and Recreation, 56(10): 56-61.

Havitz, M. E. (1988, May). Marketing is not synonymous with commercialism. Parks and Recreation, 23(5): 34-36.

Howard, D. and Crompton, J. (1980). Financing, managing, and marketing recreation and park resources. Dubuque, Iowa: Wm. C. Brown Company.

Hunt, S. D. (1976, July). The nature and scope of marketing. Journal of Marketing, 40(3): 17-28.

Kotler, P. (1975). Marketing for nonprofit organizations. Englewood Cliffs, NJ: Prentice Hall.

Laszniak, G. R., Lusch, R. F. and P. E. Murphy (1979, Spring). Social marketing: its ethical dimensions. Journal of Marketing, 43(2): 29-36.

Lauffer, A. (1984). Strategic marketing for not-for-profit organizations. New York: The Free Press.

Leadley, P. (1992). Leisure marketing. Harlow, Longman/ILAM Leisure Management Series.

Lovelock, C. H., and Weinberg, C. B. (1978). Public and nonprofit marketing comes of age. In G. Zaltman and T. Bonoma (Eds.), Review of Marketing 1978 (pp. 413-452). Chicago, IL: American Marketing Association.

Lovelock, C. H., and Weinberg, C. B. (1984). Marketing for public and nonprofit managers. New York: John Wiley.

Luck, D. (1969, July). Broadening the concept of marketing--Too Far. Journal of Marketing, 33(3): 53-55.

Luck, D. (1974, October). Social marketing: Confusion compounded. Journal of Marketing, 38(4): 70-72.

Manoff, R. K. (1985). Social marketing: New imperative for public health. New York: Praeger Publishers.

McCort, D. J. (1994, Spring). A framework for evaluating the relational extent of a relationship marketing strategy: The case of nonprofit organizations. Journal of Direct Marketing, 8(2), 53-59.

Mokwa, M. P., Dawson, W. M. and E. A. Prieve (1980). Marketing the arts. New York: Praeger Publishers.

Nickels, W. G. (1974, Winter). Conceptual conflicts in marketing, Journal of Economics and Business, 27(1): 140-3.

North American Declaration (1995, August 15). Initial draft by delegates to the North American Executive Institute, Ottawa, Canada.

O'Connell, T, Cuthbertson, B, Goins, T. (2015). Leadership in Recreation and Leisure Services. Human Kinetics.

O’Sullivan, E. L. (1991). Marketing for parks, recreation and leisure. State College, PA: Venture Publishing.

Pandya, A. and Dholakia, N. (1992). An institutional theory of exchange in marketing, European Journal of Marketing, 26(12): 19-41.

Rados, D. L. (1981). Marketing for nonprofit organizations. Boston, MA: Auburn House.

Roberto, E. (1991). Applying a marketing model in the public sector. In O'Fairchellaigh, C., Graham, P., and Warburton, J. (1991), Service delivery and public sector marketing (pp. 112-134). Sydney: Macmillan & Co.
Rossman, J. R. and Schlatter, B. E. (2015). Recreation Programming, 7th ed. Sagamore Publishing.

Sahlins, M. D. (1965). On the sociology of primitive exchange. In M. Banton (Ed.) The relevance of models for social anthropology (pp. 139-236). London: Tavistock Publications.

Schultz, J. H., McAvoy, L. H. and Dustin, D. L. (1988, January). What are we in business for? Parks and Recreation, 23(1): 52-54.

Torkildsen, G. (1991). Leisure and recreation management, (3d. ed.), London: E. and F. N. Spon.

Von Mises. L. (1944) Bureaucracy. New Haven: Yale University Press.

Walsh, K. (1994). Marketing and public sector management. European Journal of Marketing, 28(3): 63-71.

Downloads

Published

2016-01-01

Issue

Section

Articles