Improving sport brands’ reputation through marketing events
AbstractThe rationale of this paper is to highlight how a marketing event can be used as a promotional tool by a sporting organization. A case study approach has been chosen for the demonstration. The major findings of the research are that integrating a marketing event in the promotional mix can help a football league to better identify itself with its target consumers and to increase its brand value, while also offering an unforgettable experience for the participants. There are two important implications this paper could have. The first one would be to help researchers and practicioners realize that there is a difference between a sporting event and a marketing event. The confusion will be cleared in the Introduction of the case study. The second one would be to show sport marketers how a given event can be marketed. Therefore, the paper makes another difference, between „marketingevents” and „eventmarketing. Eventmarketing represents the core of the paper: the stages of event production, event promotion and event distribution (consumption) are largely investigated.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle provided by Economic Publishing House in its journal Management & Marketing.
Volume (Year): 6 (2011)
Issue (Month): 4 (Winter)
Contact details of provider:
sport marketing; marketing events; eventmarketing.;
You can help add them by filling out this form.
reading list or among the top items on IDEAS.Access and download statisticsgeneral information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Simona Vasilache).
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.