Review of sports marketing literature

France, Adrian and Robinson, Scott and Hill, Robin (2009) Review of sports marketing literature. In: Education for a Changing Economy: New Zealand Applied Business Education Conference (NZABE) 2009 Conference Proceedings. New Zealand Applied Business Education, pp. 7-18. ISBN 9780908668732

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Abstract or Summary

In a changing economy, businesses are searching for creative ways to continue as profitable businesses and attract customers in highly competitive markets. This study reviews sports marketing with the aim of generating a greater understanding of the sports marketing literature. Sports’ marketing is found to be categorized and provide advantages that corporate advertising has difficulty achieving. The increase in professional sports coincides with an increase in sports organizations becoming profit centered and commercial. Much sports advertising involves sponsorship. However, to date there appears to be very little information about the differences in sports marketing between amateur and professional sports in the literature. The review also indicates a lack of substantiating studies in amateur sports.

Item Type:Book Section
Additional Information:Conference held 27-28 September, 2009 in Rotorua, New Zealand
Keywords that describe the item:corporations, team sports, marketing
Subjects:H Social Sciences > HB Economic Theory
Divisions:Schools > Centre for Business, Information Technology and Enterprise > School of Business and Adminstration
ID Code:441
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Deposited On:22 Aug 2011 22:51
Last Modified:26 Apr 2016 21:22

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