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Increasing the focus on "place" in the marketing mix for facility dependent sport services
journal contribution
posted on 1999-05-01, 00:00 authored by H M Westerbeek, David ShilburyDavid ShilburyThis paper argues the case for increasing the focus on the "place" element of the marketing mix when marketing sport. The contention that marketing and promotional strategy decisions are largely determined by the capabilities and features of the sport facility is used to argue that "place" becomes the most important element of the marketing mix when marketing facility dependent sport services. "Place" is considered from three points of view: place as a temporal and spatial concept, place from an anthropological point of view, and, finally, place from the contemporary sport spectator's point of view. A refocused marketing mix for facility dependent sport services is presented. The refocused sport marketing mix is derived from the importance of the facility as an outlet for social interaction and, as a consequence, the use of services marketing techniques to maximise spectator enjoyment. Facility dependent sport services and those sport services not dependent on facilities are distinguished. A comparison illustrates the need for the place variable to be given a prominent position when marketing facility dependent sport services.
History
Journal
Sport management reviewVolume
2Issue
1Pagination
1 - 23Publisher
ElsevierLocation
Oxford, Eng.Publisher DOI
ISSN
1441-3523eISSN
1839-2083Language
engPublication classification
C1.1 Refereed article in a scholarly journalCopyright notice
1999, SMAANZUsage metrics
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