An Examination of the Current Strategic Marketing Planning Practices in Professional Sport Clubs

Thanos Kriemadis; Christos Terzoudis; Nikos Kartakoullis; Dimitra Kapnisi

doi:10.1080/15332969.2021.1993560

An Examination of the Current Strategic Marketing Planning Practices in Professional Sport Clubs

Thanos Kriemadis, Christos Terzoudis, Nikos Kartakoullis, Dimitra Kapnisi

University of Peloponnese

Research output: Contribution to journal › Article › peer-review

Abstract

The purpose of this study is to determine the extent to which the strategic marketing planning process is being used in the Greek professional sports sector and its contribution to clubs’ business performance. The research was concentrated on the professional sports sector in Greece and the research hypotheses were investigated through a questionnaire that was delivered to clubs’ managing directors and administrative staff. This research showed that strategic marketing planning plays an important role in clubs’ business performance. However, this work indicated that strategic marketing planning process is applied to a little extent in the Greek professional sports sector.

Original language	English
Journal	Services Marketing Quarterly
DOIs	https://doi.org/10.1080/15332969.2021.1993560 https://doi.org/10.1080/15332969.2021.1993560
Publication status	Published - 24 Oct 2021

Keywords

business performance
professional sport clubs
Strategic marketing planning process

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AB - The purpose of this study is to determine the extent to which the strategic marketing planning process is being used in the Greek professional sports sector and its contribution to clubs’ business performance. The research was concentrated on the professional sports sector in Greece and the research hypotheses were investigated through a questionnaire that was delivered to clubs’ managing directors and administrative staff. This research showed that strategic marketing planning plays an important role in clubs’ business performance. However, this work indicated that strategic marketing planning process is applied to a little extent in the Greek professional sports sector.

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An Examination of the Current Strategic Marketing Planning Practices in Professional Sport Clubs

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