Sports Management
XOPHΓIA – CHOREGIA
Sport Management International Journal
Scientific Forum in Sport Management
SMIJ – VOL. 3, Number 1, 2007
Strategic marketing planning in the sport sector
Thanos Kriemadis, Ph.D., M.B.A., M.A.1, Christos Terzoudis, M.A.2
1
Department of Sport Management, University of Peloponnese Associate Professor Department of Sport Management, University of Peloponnese Doctoral Candidate
2
Abstract
The business sector has long recognized the contribution of marketing planning in the financial success. The sport sector has begun to recognize the usefulness of strategic marketing planning as well. Many sport researchers have argued that without the improvement of strategic marketing planning activities, sport will not survive to the competitive environment of the entertainment industry. The purposes of this study are to: (a) examine the strategic marketing planning process, and (b) propose a strategic marketing planning process for the sport sector and analyze its various elements. If the sport managers follow the proposed strategic marketing planning process, they will be able to handle the complicated sport business environment and deliver high economic benefits.
Key Words: marketing, marketing planning, strategic marketing planning, sport marketing planning, sport business.
28
SMIJ – VOL. 3, Number 1, 2007
As the business environment becomes even more complicated and the needs of customers become increasingly sophisticated, there is a need for organizations and business companies to consider carefully the way they examine and carry out strategic marketing planning. Marketing planning, as Mandell and Rosenberg (1981) describe, is the «Managerial Marketing Process» which explores what marketing actually does - the actual process by which marketing operates. McDonald (1989, 1992, 1995, 1999 and 2002) stated that marketing planning is: «a systematic way of identifying a range of options, to choose one or more of them, then to
Sport Management International Journal
Scientific Forum in Sport Management
SMIJ – VOL. 3, Number 1, 2007
Strategic marketing planning in the sport sector
Thanos Kriemadis, Ph.D., M.B.A., M.A.1, Christos Terzoudis, M.A.2
1
Department of Sport Management, University of Peloponnese Associate Professor Department of Sport Management, University of Peloponnese Doctoral Candidate
2
Abstract
The business sector has long recognized the contribution of marketing planning in the financial success. The sport sector has begun to recognize the usefulness of strategic marketing planning as well. Many sport researchers have argued that without the improvement of strategic marketing planning activities, sport will not survive to the competitive environment of the entertainment industry. The purposes of this study are to: (a) examine the strategic marketing planning process, and (b) propose a strategic marketing planning process for the sport sector and analyze its various elements. If the sport managers follow the proposed strategic marketing planning process, they will be able to handle the complicated sport business environment and deliver high economic benefits.
Key Words: marketing, marketing planning, strategic marketing planning, sport marketing planning, sport business.
28
SMIJ – VOL. 3, Number 1, 2007
As the business environment becomes even more complicated and the needs of customers become increasingly sophisticated, there is a need for organizations and business companies to consider carefully the way they examine and carry out strategic marketing planning. Marketing planning, as Mandell and Rosenberg (1981) describe, is the «Managerial Marketing Process» which explores what marketing actually does - the actual process by which marketing operates. McDonald (1989, 1992, 1995, 1999 and 2002) stated that marketing planning is: «a systematic way of identifying a range of options, to choose one or more of them, then to
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