Sports marketing in an economic quagmire
Paper
Fullerton, Sam and Johnson Morgan, Melissa. 2009. "Sports marketing in an economic quagmire." 7th Annual Sport Marketing Association Conference (SMA 2009). Cleveland, Ohio 28 - 30 Oct 2009 Memphis, TN, USA.
| Paper/Presentation Title | Sports marketing in an economic quagmire |
|---|---|
| Presentation Type | Paper |
| Authors | Fullerton, Sam (Author) and Johnson Morgan, Melissa (Author) |
| Journal or Proceedings Title | Proceedings of the 7th Annual Sport Marketing Association Conference (SMA 2009) |
| Number of Pages | 10 |
| Year | 2009 |
| Place of Publication | Memphis, TN, USA |
| Web Address (URL) of Paper | http://www.sportmarketingassociation.com/2009conference/papers/2009papers.htm |
| Conference/Event | 7th Annual Sport Marketing Association Conference (SMA 2009) |
| Event Details | 7th Annual Sport Marketing Association Conference (SMA 2009) Event Date 28 to end of 30 Oct 2009 Event Location Cleveland, Ohio |
| Abstract | The downturn in the global economy has had a profound impact on marketers that have attempted to maintain their viability in hopes of capitalizing upon the inevitable recovery. While much of the press’s focus has been directed towards the automotive and banking industries, the reality is that only a handful of industries have been able to escape the wrath of the current economic quagmire. The sports marketing industry is no exception. There are two broad thrusts in the sports marketing industry: the marketing of sports products and marketing through sports. The following discussion identifies the response of marketers in each category to the pressures exerted on them by the ongoing economic downturn and implications for some stakeholders. |
| Keywords | sponsorship; sporting sponsors; sports marketing |
| ANZSRC Field of Research 2020 | 350405. Sport and leisure management |
| 350605. Marketing management (incl. strategy and customer relations) | |
| 380110. International economics | |
| Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
| Byline Affiliations | Eastern Michigan University, United States |
| School of Management and Marketing |
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