article abstracts #6-10

Aaron Rodriguez

July 23, 2019

Article Abstract #6-10

Cohort 21S

Abstracted by Aaron Rodriguez

STOIAN, R. F. (2017). Aimportance of marketing sports performance in the development of sport. Ovidius University Annals, Series Physical Education & Sport/Science, Movement & Health, 17(2), 504-510. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&AuthType=sso&db=s3h&AN=126246949&site=eds-live&scope=site&custid=s3818721

Comments: The article gives insight about the landscape of sports marketing and the difference between marketing in sports and marketing products. The article also covers marketing strategies in sports. The conclusion is that sports marketing tactics cause a deep connection to the brand that other companies can adopt.

Miller, R. K., & Washington, K. D. (2017). Sports marketing 2018-2019 (18th edition. ed.) Richard K. Miller & Associates. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&AuthType=sso&db=cat00548a&AN=iusf.b3827655&site=eds-live&scope=site&custid=s3818721https://go.openathens.net/redirector/usfca.edu?url=http%3A%2F%2Fwww.rkma.com%2Fusfca%2Fs18%2F

Comments: The article gives great information of sports fans and breaks down the demographics. From these demographics it breaks down their spending habits. This is useful information because I will be able to analyze which leagues are succesful at gaining customers to produce revenue which can focus which sports have the most effective marketing campaigns.

Buhler, A., Chadwick, S., & Nufer, G. (2009). Relationship marketing in sports Butterworth-Heinemann. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&AuthType=sso&db=cat00548a&AN=iusf.b2020148&site=eds-live&scope=site&custid=s3818721 https://auth.elsevier.com/ShibAuth/institutionLogin?entityID=https%3A%2F%2Fidp.usfca.edu%2Fopenathens&appReturnURL=https%3A%2F%2Fwww.sciencedirect.com%2Fuser%2Frouter%2Fshib%3FtargetURL%3Dhttps%253A%252F%252Fwww.sciencedirect.com%2Fscience%2Fbook%2F9780750684958

Comments: This book talks about the importance of relationship marketing and how it is more important know because sports leagues are looking to expand outside their home countries. Then the book goes into what role the media, sponsorships and fans play while talking about key issues. This information is useful in helping determine the importnat factors to consider when entering a new market.

Eden, K., Upright, P., & Hey, W. (2013). What women want: Marketing tactics for female sport fans and female sports teams.KAHPERD Journal, 50(2), 17-24. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&AuthType=sso&db=s3h&AN=88160578&site=eds-live&scope=site&custid=s3818721

Comments:  This illustrates the difference between marketing tactics in women’s sports and men’s sports because of the difference of the fans who attend. The study found that men and women cared for success the most, but women’s sports have a family environment that men’s sports do not have. This is important to understand as a marketer because knowing the difference between those who watch men and women’s sports can help develop effective marketing plans.

Youngman, J. (2017). Model high school athletic marketing plan. Physical Educator, 74, 45-55. doi:10.18666/TPE-2017-V74-SI1-8557

Comments: This article talks about the marketing tactics used when marketing high school sports and why each tactic is successful. This is important because when entering new markets high schoolers are the best to target because they are young, and children will look up to high schoolers as their idols because they are someone in their community who is a role model to them.