In many areas of the economy, marketing is now indispensable. But what about the leisure industry, specifically in the context of zoos and wildlife parks? Is effective marketing also being implemented in this sector? What do consumers perceive from the marketing efforts of zoos and wildlife parks? This book provides answers based on studies conducted in Schleswig-Holstein. Additionally, it offers guidance on optimizing marketing efforts and financing these marketing concepts. The author explains how a good communication process should unfold, which marketing tools can be utilized by a zoo or wildlife park (portfolio analyses, competitive forces, SWOT analysis), how these can be adapted, and which media are best suited to reach the desired target audience.