Sports Industry and Marketing

Author: Gaurav Goel , Dr. Amita Handa

Sports’ marketing is a subdivision of marketing which focuses both on the promotion of sports events and teams as well as the promotion of other products and services through sporting events and sports teams. It is a service in which the element promoted can be a physical product or a brand name. The goal is to provide the client with strategies to promote sports or to promote some other product, service, business or cause through sports. Sports’ marketing is also designed to meet the needs and wants of the consumers through exchange processes. These strategies follow the traditional four “P”’s of general marketing Product,  Price Promotion and Place; another four “P”’s are added to sports marketing, relating to the fact sports are considered to be a service. The additional 4 P’s are: Planning, Packaging, Positioning and Perception. The addition of the four extra elements is called the “sports marketing mix.”

ISBN: 978-93-88457-32-3

595

595

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