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ABSTRACT:
The purpose of this paper is to examine the critical services marketing issues that arise during the presentation of professional sport. This paper will explore the relationship of the product (in this case a game of professional basketball) and the management of the facility from a marketing and operational perspective. The simultaneous production and consumption of spectator sport has implications for the way in which "game night" is managed, both by facilty managers and sport marketing personnel from participating clubs. The convergence of the marketing and operations function is critical to the way in which the service experience is managed during the game. The implications of this convergence are in essence the focus of this paper.
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