ABSTRACT
After completing this chapter, you should be able to:
Understand the contingency framework for strategic sports marketing.
Describe the strategic sports marketing process.
Describe the major internal contingencies and explain how they affect the strategic sports marketing process.
Describe external contingencies and explain how they affect the strategic sports marketing process.
Discuss the importance of monitoring external contingencies and environmental scanning.
Explain and conduct a SWOT analysis.
Define the internal and external contingencies and relate them to the strategic sports marketing process.
