Abstract
Perhaps, the one aspect of the marketing mix process that has been most ignored by recreation managers is the fourth "P"--or Place variable. Recent study data indicate that poor distribution decisions can contribute substantially to the non-use or under-utilization of park and recreation programs and facilities. Managers of leisure service organizations should take several steps to ensure greater accessibility of their services to potential· target markets.
Recommended Citation
Howard, Dennis R. and Thomason, Pamela
(1984)
"The Critical Importance of the Distribution Variable in Formulating a Marketing Strategy,"
Visions in Leisure and Business: Vol. 3:
No.
2, Article 11.
Available at:
https://scholarworks.bgsu.edu/visions/vol3/iss2/11
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