Service marketing environment for the sports industry

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Chapter 2 in Services in Sport Management, 2024, pp 22-44 from Edward Elgar Publishing

Abstract: This chapter intricately examines the multifaceted landscape in which service marketing unfolds within the sports industry. It meticulously analyzes both macro and micro environments, unraveling the external and internal factors that significantly influence service marketing dynamics in sports. The exploration of the sport macro environment provides insights into the broader trends and forces shaping the industry, while the scrutiny of the micro environment delves into the specific internal factors at play. A critical lens is applied through the lens of Porter’s five forces model, offering a strategic framework to assess the competitive forces within the sports service sector. The chapter further introduces the concept of environmental scanning, specifically employing the scenario-building approach. This approach is dissected to illustrate its role in comprehensively understanding and navigating the complexities of the service marketing environment in sports.

Keywords: Business and Management; Economics and Finance (search for similar items in EconPapers)
Date: 2024
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