Corpus ID: 55135954

The four domains of sports marketing: A conceptual framework

@article{Fullerton2008TheFD,
  title={The four domains of sports marketing: A conceptual framework},
  author={S. Fullerton and G. Merz},
  journal={Sport marketing quarterly},
  year={2008},
  volume={17},
  pages={90-108}
}
  • S. Fullerton, G. Merz
  • Published 2008
  • Business
  • Sport marketing quarterly
  • Despite its acknowledged contribution to local, national, and global economies, there is no consensus as to exactly what is meant by the term sports marketing. This conceptual paper attempts to address this deficiency via the development of a new framework that is based upon two key dimensions: type of product and level of sports integration. By categorizing goods and services as either sports products or nonsports products and by differentiating between traditional strategies and sponsorship… CONTINUE READING
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