Yiannakis (1991) Training the sport marketer: a social science perspective

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Training the sport marketer: a social science perspective

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CONTRIBUTORS:

Author:

Yiannakis, A. (University of Connecticut)

JOURNAL:

Journal of Sport Behavior (JSB), 14(1), 61 - 68.

YEAR:

1991

PUB TYPE:

Journal Article

SUBJECT(S):

sport; marketing; sociocultural-factor; social-science; interdisciplinary-approach

DISCIPLINE:

No discipline assigned

HTTP:

https://secure.sportquest.com/su.cfm?articleno=271833&title=271833

LANGUAGE:

English

PUB ID:

103-343-419 (Last edited on 2002/02/27 18:44:13 US/Mountain)

SPONSOR(S):

ABSTRACT:
Being a sport marketer in today's world is a complex task requiring knowledge and skills of a multi-disciplinary nature. In particular, today's marketer must be cognizant of those environmental forces which present the organization with a multitude of threats and innumerable opportunities for growth. And, since such forces are mostly of a socio-cultural nature (e.g., changes in attitudes and values, demographic shifts, fads and trends), there are compelling reasons to include, in the training of the sport marketer, a sound foundation in the social sciences, with a particular emphasis in sociology and psychology of sport.

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