Sport marketing consulting strategies and tactics : bridging the academy and the practice
Part of : Χορηγία ; Vol.4, No.1-2, 2008, pages 67-76
Issue:
Pages:
67-76
Section Title:
Best practices session
Author:
Abstract:
Sport marketing academics have increasingly recognized the value of making their work more relevant to practitioners. However, there is little literature about specific strategies and tactics for academics to conduct research that will be of use to sport marketing practitioners. In this paper, I will suggest some strategies and tactics for sport marketing academics interested in identifying and pursuing consulting opportunities in the sport industry. Drawing on my experience as a sport marketing consultant, I suggest that academics seeking to work with practitioners should focus their attention on sponsorship sales support, marketing planning and sponsorship activation, and sponsorship and marketing evaluation.
Subject:
Subject (LC):
Keywords:
applied research, sales support, marketing planning, sponsorship evaluation
Notes:
Περιέχει πίνακες και βιβλιογραφία
