ABSTRACT
This chapter 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. The chapter reviews the range of functions necessary to implement strategies. It examines some of the control mechanisms available to the marketer to ensure that performance targets are met, and considers some of the more relevant measures used to gauge success in sport. There are three types of organisational control: feed-forward, concurrent, and feedback. On-field success is typically the most obvious and visible measure of success by which to assess the performance of sporting organisations. Attendance and participation are two key measures of marketing performance. Sponsorship is another key measure of success in the marketing program. Despite an earlier statement that profit is not the sole goal of sporting organisations, it has grown in importance over the past 25 years.
