chapter  2
Managing the Sport Marketing Mix
Pages 22

When we look at sport marketing and what makes it unique, we must complete an in-depth analysis of those market forces that are utilized to meet the needs and wants of the consumers, while ensuring success for the company. What makes this different than traditional marketing? In theory, there is no difference. However in practice, there is a world of difference. The primary sport product, and hence the market, is traditionally demand based, whereas most generic products are marketed based on need.