• Journal title: Choregia
  • ISSN: 1791-4027 (print) 2241-6323 (online)
  • Publisher: University of Peloponnese
  • Country of publisher: greece
  • Date added to EuroPub: 2017/May/15

Subject and more

  • LCC Subject Category: Sports and Recreation, Adapted Physical Activity,
  • Publisher's keywords: marketing, marketing planning, strategic marketing planning, sport marketing planning, sport business
  • Language of fulltext: english
  • Full-text formats available: PDF


    Thanos Kriemadis, Ph.D., M.B.A., M.A.| Department of Sport Management, University of Peloponnese Associate Professor, Christos Terzoudis, M.A.| Department of Sport Management, University of Peloponnese Doctoral Candidate




The business sector has long recognized the contribution of marketing planning in the financial success. The sport sector has begun to recognize the usefulness of strategic marketing planning as well. Many sport researchers have argued that without the improvement of strategic marketing planning activities, sport will not survive to the competitive environment of the entertainment industry. The purposes of this study are to: (a) examine the strategic marketing planning process, and (b) propose a strategic marketing planning process for the sport sector and analyze its various elements. If the sport managers follow the proposed strategic marketing planning process, they will be able to handle the complicated sport business environment and deliver high economic benefits.

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