An Examination of the Current Strategic Marketing Planning Practices in Professional Sport Clubs. Issue 3 (3rd July 2022)

• Record Type: Journal Article
• Authors: Kriemadis, Thanos; Terzoudis, Christos; Kartakoullis, Nikos; Kapnisi, Dimitra
• Is Part Of: Services marketing quarterly. Volume 43:Issue 3(2022)
• Page Start: 353
• Page End: 373
• Publication Date: 2022-07-03
• Subjects: Strategic marketing planning process -- business performance -- professional sport clubs; Marketing -- Periodicals; Service industries -- Periodicals; 658.8
• DOI: 10.1080/15332969.2021.1993560
• Languages: English
• ISSNs: 1533-2969

Abstract

Abstract: The purpose of this study is to determine the extent to which the strategic marketing planning process is being used in the Greek professional sports sector and its contribution to clubs' business performance. The research was concentrated on the professional sports sector in Greece and the research hypotheses were investigated through a questionnaire that was delivered to clubs' managing directors and administrative staff. This research showed that strategic marketing planning plays an important role in clubs' business performance. However, this work indicated that strategic marketing planning process is applied to a little extent in the Greek professional sports sector.