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Improving Leisure Services Through Marketing Action provides the basic tools and a sound foundation for readers to implement an effective marketing plan to meet their customers' needs and demands. This introductory marketing text discusses principles of segmentation, analysis, communication, and marketing mix, among others. It guides the reader through the entire marketing process, focusing on two main points: first, marketing is largely a circular process that begins and ends with the client, and second, marketing comprises many stages or steps. However, for marketers to be successful in this process, they must be able to recognize this sequential process. The author has taught in higher education. Moreover, he regularly shares his ideas through keynote addresses, workshops, and seminars around North America.