IDEAS home Printed from https://ideas.repec.org/a/taf/rsmrxx/v2y1999i1p1-23.html
   My bibliography  Save this article

Increasing the Focus on “Place” in the Marketing Mix for Facility Dependent Sport Services

Author

Listed:
  • Hans M. Westerbeek
  • David Shilbury

Abstract

This paper argues the case for increasing the focus on the “place” element of the marketing mix when marketing sport. The contention that marketing and promotional strategy decisions are largely determined by the capabilities and features of the sport facility is used to argue that “place” becomes the most important element of the marketing mix when marketing facility dependent sport services. “Place” is considered from three points of view: place as a temporal and spatial concept, place from an anthropological point of view, and, finally, place from the contemporary sport spectator's point of view. A refocused marketing mix for facility dependent sport services is presented. The refocused sport marketing mix is derived from the importance of the facility as an outlet for social interaction and, as a consequence, the use of services marketing techniques to maximise spectator enjoyment. Facility dependent sport services and those sport services not dependent on facilities are distinguished. A comparison illustrates the need for the place variable to be given a prominent position when marketing facility dependent sport services.

Suggested Citation

  • Hans M. Westerbeek & David Shilbury, 1999. "Increasing the Focus on “Place” in the Marketing Mix for Facility Dependent Sport Services," Sport Management Review, Taylor & Francis Journals, vol. 2(1), pages 1-23, January.
  • Handle: RePEc:taf:rsmrxx:v:2:y:1999:i:1:p:1-23
    DOI: 10.1016/S1441-3523(99)70087-2
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1016/S1441-3523(99)70087-2
    Download Restriction: Access to full text is restricted to subscribers.

    File URL: https://libkey.io/10.1016/S1441-3523(99)70087-2?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Gautam Srivastava, 2022. "Antecedents of E-Marketing of Agriculture Products in This Digital Era: An Empirical Study," International Journal of Technology and Human Interaction (IJTHI), IGI Global, vol. 18(7), pages 1-17, June.
    2. Hill, Brad & Christine Green, B., 2000. "Repeat Attendance as a Function of Involvement, Loyalty, and the Sportscape Across Three Football Contexts," Sport Management Review, Elsevier, vol. 3(2), pages 145-162, November.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:rsmrxx:v:2:y:1999:i:1:p:1-23. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/rsmr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.