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

Thanos Kriemadis, Christos Terzoudis, Nikos Kartakoullis, Dimitra Kapnisi

    Research output: Contribution to journalArticlepeer-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 languageEnglish
    JournalServices Marketing Quarterly
    DOIs
    Publication statusAccepted/In press - 2021

    Keywords

    • business performance
    • professional sport clubs
    • Strategic marketing planning process

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