The evolution of marketing through in change-agent discipline

Marketing programs in the non profit leisure service industry and some segments of the business industry have typically focused on a product orientation at the expense of real consumer desires. At the extreme, this product orientation has been called the "chain- link fence" philosophy described as "anti-user-oriented." Advocates of a "balanced approach" to marketing consider the importance of understanding consumers' needs, but allow for influencing consumer behavior in a positive manner. In the future, the leisure industry's increased use of marketing techniques will result from: 1) the growing number of marketing oriented professionals in highly responsible positions; 2) the availability of marketing research; 3) the need for parks and recreation facilities to improve as sources of revenue; and 4) the evolution of the industry's product life cycle. To be successful, marketing in the leisure service industry must eventually consider benefits to society.