Sport Marketing Mix Strategies Cover Image

Sport Marketing Mix Strategies
Sport Marketing Mix Strategies

Author(s): Alexandru Lucian Mihai
Subject(s): Economy
Published by: Fundatia Română pentru Inteligenta Afacerii
Keywords: Sport marketing; Marketing mix; Market position

Summary/Abstract: This paper presents a brief overview of a significant element of the sport marketing management model called the marketing mix. The marketing mix is crucial because it defines the sport business, and much of the sport marketer’s time is spent on various functions within the marketing mix. The marketing mix is the strategic combination of the product, price, place and promotion elements. These elements are typically called the four Ps of marketing. Decisions and strategies for each are important for the marketer. Information for making educated decisions involving the four Ps comes from the marketing research involving primarily the four Cs - consumer, competitor, company and climate. A critical decision and one of the greatest challenges for the sport business is how to strategically combine the four Ps to best satisfy the consumer, meet company objectives, enhance market position, and enhance competitive advantages.

  • Issue Year: I/2013
  • Issue No: 01
  • Page Range: 298-303
  • Page Count: 6
  • Language: English