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Internet sports marketing and competitive advantage for professional sports clubs: bridging the gap between theory and practice

Internet sports marketing and competitive advantage for professional sports clubs: bridging the... This research identifies internet-based opportunities for developing competitive marketing advantages and provides recommendations for the use of the internet in sports marketing. A telephone-administered survey, constructed from an instrument developed by Sethi and King (1994), Caskey (1998) and salient literature, was employed. All 55 clubs participating in Australia's four largest professional sporting leagues formed the sample, with an 87% participation rate achieved. Results lead to several practical recommendations for professional sporting organisations seekingto improve their internet marketing opportunities. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Sports Marketing and Sponsorship Emerald Publishing

Internet sports marketing and competitive advantage for professional sports clubs: bridging the gap between theory and practice

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References (17)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1464-6668
DOI
10.1108/IJSMS-06-02-2004-B004
Publisher site
See Article on Publisher Site

Abstract

This research identifies internet-based opportunities for developing competitive marketing advantages and provides recommendations for the use of the internet in sports marketing. A telephone-administered survey, constructed from an instrument developed by Sethi and King (1994), Caskey (1998) and salient literature, was employed. All 55 clubs participating in Australia's four largest professional sporting leagues formed the sample, with an 87% participation rate achieved. Results lead to several practical recommendations for professional sporting organisations seekingto improve their internet marketing opportunities.

Journal

International Journal of Sports Marketing and Sponsorship – Emerald Publishing

Published: Nov 1, 2004

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