CHAPTER OBJECTIVESChapter 17 summarises 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 is also
included in this chapter.After studying this chapter, you should be able to:
1. understand the importance of control in the marketing
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.