Understanding the sports marketing environment

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

Central to successful and effective marketing is the identification and satisfaction of the needs and wants of the sports market. By understanding the place of the organisation within the market and the forces that impact on decision making, the sports marketer can gain a better realisation of the context their organisation exists within. A key feature of successful marketing is being flexible to situations arising outside the organisation. Many sporting organisations have to deal with a variety of changing influences and forces that are in a constant state of flux. These are environmental considerations that impact on the way that the sports marketer creates, implements, and analyses their marketing campaigns. This chapter will investigate the environmental forces that surround and permeate sports organisations and the sports marketer within them. The first part of this chapter will discuss the key principles of environmental analysis which, is that these external forces impact on all organisations, sport and non-sport, that operate within the same environment. Some of these forces can be controlled while other forces the sports marketer has to adapt their practices to. Following this a section detailing each of these forces an examination of market analysis tools and techniques will highlight the how to carry out environmental analysis. Within this chapter two case studies will be used to demonstrate the inter-connectedness of these factors on both sport and non-sport organisations that are involved in the marketing of sports.
LanguageEnglish
Title of host publicationThe Marketing of Sport
EditorsJohn Beech, Simon Chadwick
Pages61-82
Publication statusPublished - 2007

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Sport marketing
Marketing environment
Marketing
Marketers
Environmental analysis
Sport organisation
Factors
Market analysis
Decision making
Connectedness

Cite this

Kitchin, P. (2007). Understanding the sports marketing environment. In J. Beech, & S. Chadwick (Eds.), The Marketing of Sport (pp. 61-82)
Kitchin, Paul. / Understanding the sports marketing environment. The Marketing of Sport. editor / John Beech ; Simon Chadwick. 2007. pp. 61-82
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abstract = "Central to successful and effective marketing is the identification and satisfaction of the needs and wants of the sports market. By understanding the place of the organisation within the market and the forces that impact on decision making, the sports marketer can gain a better realisation of the context their organisation exists within. A key feature of successful marketing is being flexible to situations arising outside the organisation. Many sporting organisations have to deal with a variety of changing influences and forces that are in a constant state of flux. These are environmental considerations that impact on the way that the sports marketer creates, implements, and analyses their marketing campaigns. This chapter will investigate the environmental forces that surround and permeate sports organisations and the sports marketer within them. The first part of this chapter will discuss the key principles of environmental analysis which, is that these external forces impact on all organisations, sport and non-sport, that operate within the same environment. Some of these forces can be controlled while other forces the sports marketer has to adapt their practices to. Following this a section detailing each of these forces an examination of market analysis tools and techniques will highlight the how to carry out environmental analysis. Within this chapter two case studies will be used to demonstrate the inter-connectedness of these factors on both sport and non-sport organisations that are involved in the marketing of sports.",
author = "Paul Kitchin",
note = "Reference text: 1. Britcher, C. (2002) ‘F1 sets sights on eastern promise’, SportBusiness, 76, p. 29. 2. F.I.F.A. (1999) Regulations for Use of Virtual Advertising, online (accessed via http://www.fifa.com/fifa/handbook/VA/downloads/VirtualRegs_e.pdf on 24/01/05) 3. Henry, I. (2002) The Politics of Leisure Policy, Palgrave Macmillan, London. 4. Howard, D. and Burton, R. (2002) ‘Sports marketing in a recession: it's a brand new game’, International Journal of Sports Marketing & Sponsorship, 4(1), pp. 23-41. 5. Houlihan, B.M.J. (1997) Sport, Policy and Politics: A Comparative Analysis, Routledge, London. 6. Houlihan, B.M.J., and White, A. (2002) The Politics of Sport Development, Routledge, London. 7. Hylton, ,K., Bramham, P., Jackson, D. and Nesti, M (2001) Sports Development: Policy, Process and Practice, Routledge, London. 8. Kotler, P. (2000) Marketing Management, 5th edn, Prentice Hall, Upper Saddle River, NJ. 9. Marcotti, G. (2005, Monday January 24, 2005) ‘Welcome to the cheap feats’. Times Online, http://www.timesonline.co.ukprintFriendly/0,,1-31-1455047,00.html. 10. Mullin, B.J., Hardy, S. and Sutton, W. (1993) Sport Marketing, Human Kinetics Publishers, Champaign, Il. 11. Palmer, A. (2000) Principles of Marketing. Oxford University Press: Oxford. 12. Shank, M. D. (2005) Sports Marketing: A Strategic Perspective, 3rd edn. Pearson Education Ltd., Upper Saddle River, NJ. 13. Shilbury, D. and Deane, J. (2000) Sport Management in Australia: An Organisational Overview. Bowater School of Management and Marketing, Melbourne, Australia. 14. Shilbury, D., Quick, S. and Westerbeek, H. (2003) Strategic Sports Marketing, 2nd edition, Allen and Unwin, Sydney, Australia. 15. Westerbeek, H. and Smith, A. (2002) Sport Business in the Global Marketplace, Palgrave Macmillan, London. 16. Westerbeek, H. and Smith, A. (2004) The Sport Business Future, Palgrave Macmillan, London. 17. Zhuang, L. (2002) Making sense of SWOT. Business Review, 2(9), pp.18-19.",
year = "2007",
language = "English",
isbn = "027368826X",
pages = "61--82",
editor = "John Beech and Simon Chadwick",
booktitle = "The Marketing of Sport",

}

Kitchin, P 2007, Understanding the sports marketing environment. in J Beech & S Chadwick (eds), The Marketing of Sport. pp. 61-82.

Understanding the sports marketing environment. / Kitchin, Paul.

The Marketing of Sport. ed. / John Beech; Simon Chadwick. 2007. p. 61-82.

Research output: Chapter in Book/Report/Conference proceedingChapter

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AB - Central to successful and effective marketing is the identification and satisfaction of the needs and wants of the sports market. By understanding the place of the organisation within the market and the forces that impact on decision making, the sports marketer can gain a better realisation of the context their organisation exists within. A key feature of successful marketing is being flexible to situations arising outside the organisation. Many sporting organisations have to deal with a variety of changing influences and forces that are in a constant state of flux. These are environmental considerations that impact on the way that the sports marketer creates, implements, and analyses their marketing campaigns. This chapter will investigate the environmental forces that surround and permeate sports organisations and the sports marketer within them. The first part of this chapter will discuss the key principles of environmental analysis which, is that these external forces impact on all organisations, sport and non-sport, that operate within the same environment. Some of these forces can be controlled while other forces the sports marketer has to adapt their practices to. Following this a section detailing each of these forces an examination of market analysis tools and techniques will highlight the how to carry out environmental analysis. Within this chapter two case studies will be used to demonstrate the inter-connectedness of these factors on both sport and non-sport organisations that are involved in the marketing of sports.

M3 - Chapter

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BT - The Marketing of Sport

A2 - Beech, John

A2 - Chadwick, Simon

ER -

Kitchin P. Understanding the sports marketing environment. In Beech J, Chadwick S, editors, The Marketing of Sport. 2007. p. 61-82