Strategic Sport Marketing

By David Shilbury; Shayne Quick et al. | Go to book overview

17
Coordinating
and controlling
marketing strategy

Stage 1—Identification of marketing opportunities

Stage 2—Strategy determination

Stage 3-Strategy implemention, evaluation and adjustment

Step 7—Implement and coordinate marketing and service mix

Step 8—Coordinate marketing function (feedback, evaluation)


CHAPTER OBJECTIVES
Chapter 17 sum ma rises the important concepts introduced throughout this book. It does so by reviewing the role of the control function in coordinating and implementing the selected marketing strategies. Three forms of control are introduced—feed forward, concurrent and feedback—and their role is discussed in relation to the key measures used to determine the success of the sport-marketing program. A short section reviewing careers in sport marketing isalso included in this chapter.After studying this chapter you should be able to:
1. Understand the importance of control in the marketing function.
2. Identify the three types of control.
3. Identify the primary measures of success.
4. Comprehend the relationship between measures of success and the control process.
5. Recognise the importance of coordinating and implementing marketing strategies.
6. Identify possible career options in sport marketing.

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