ABSTRACT
In today’s society there are a great number of leisure opportunities on offer, so much so that it is becoming increasingly difficult to provide a product that is of better value. The common practice of marketing to mass audiences is not an approach that will bear rewards in such operating domains, and so the need for marketing planning in the event industry, where customers can be more finely targeted, is becoming more critical. The focus of this chapter is on the marketing planning process and how a sports event can be systematically positioned into a carefully targeted market for better results.
