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Sport Marketing Mix Strategies

Author

Listed:
  • Alexandru Lucian MIHAI

    (Faculty: Marketing, Academy of Economic Studies, Bucharest, Romania)

Abstract

This paper presents a brief overview of a significant element of the sport marketing management model called the marketing mix. The marketing mix is crucial because it defines the sport business, and much of the sport marketer’s time is spent on various functions within the marketing mix. The marketing mix is the strategic combination of the product, price, place and promotion elements. These elements are typically called the four Ps of marketing. Decisions and strategies for each are important for the marketer. Information for making educated decisions involving the four Ps comes from the marketing research involving primarily the four Cs - consumer, competitor, company and climate. A critical decision and one of the greatest challenges for the sport business is how to strategically combine the four Ps to best satisfy the consumer, meet company objectives, enhance market position, and enhance competitive advantages.

Suggested Citation

  • Alexandru Lucian MIHAI, 2013. "Sport Marketing Mix Strategies," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 1, pages 298-303, June.
    • Handle: RePEc:cmj:seapas:y:2013:i:1:mihaial
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    File URL: http://seaopenresearch.eu/Journals/articles/SPAS_1_36.pdf
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    References listed on IDEAS

    as
    1. Ron Garland & David Shilbury & Hans Westerbeek & Shayne Quick & Daniel Funk, 2009. "Strategic Sport Marketing," Sport Management Review, Taylor & Francis Journals, vol. 12(4), pages 265-266, October.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Sport marketing; Marketing mix; Market position;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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