出版社：Greek Center for Sport Science Research Greek Center for Sport Science Research
摘要：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.
关键词：marketing, marketing planning, strategic marketing
planning, sport marketing planning, sport business.
