Sport Marketing Quarterly, The Four Domains of （体育营销季度的四个领域）.pdf

Sport Marketing Quarterly, 2008,17, 90-108, © 2008 West Virginia University The Four Domains of Sports Marketing: A Conceptual Framework m Sam Fullerton and G. Russell Merz Abstract In order to fully appreciate and understand the Despite its acknowledged contribution to local, nation- dynamics and differing perspectives of sports mar- al, and global economies, there is no consensus as to keting, it is imperative that the task of marketing exactly what is meant by the term sports marketing. through sports also he accepted as an integral com- This conceptual paper attempts to address this defi- ponent of the industry. ciency via the development of a new framework that is based upon two key dimensions : type of product and events such as high school sports and minor league ice level of sports integration. By categorizing goods and hockey, but the prevailing thinking focuses on major (c services as either sports products or nonsports prod- sports properties such as an NCAA Division I-A (FBS) ucts and by differentiating between traditional strate- college football game, a NASCAR event, the Super 1-^ gies and sponsorship-based strategies, four sports Bowl, and the Olympics. Undoubtedly, this perspective marketing domains are identified. They are the theme- reflects the vast marketing expenditures for these based, product-based, alignment-based, and sports- major properties. based strategic domains . The underlying principles for With the 2008 Summer Olympics fast approaching, developing the