REAL ESTATE MARKETING FOR LEISURE AND ENTERTAINMENT PARKS
||Haberzettl, Christine; Julia Jedelhauser; Philipp Kaufmann
||REAL ESTATE MARKETING FOR LEISURE AND ENTERTAINMENT PARKS
||Book of Abstracts: 13th Annual European Real Estate Society Conference in Weimar, Germany
||In this paper a real estate marketing concept for a leisure- and entertainment park is outlined. In this area following terms are important: communication strategy, customer relationship management, name identification and brand mark, Corporate Identity and the Unique Selling Proposition. Leisure and entertainment parks represent a special challenge to marketing, therefore the characteristics of the application are emphasized. This paper creates a manual for the entire management process of a leisure and entertainment park: from development to utilization. The concept is applied to a real case and the results are shown in the paper.
||corporate real estate management; real estate investment & finance; real estate; real estate development
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