Call for papers: Increasing Revenue through Sport Marketing Management: Opportunities and Challenges

A special issue of International Journal of Sport Management and Marketing

Marketing is used to identify the consumer, keep the consumer, and satisfy the consumer. Because the consumer is the main focus of activities, marketing management is a significant component of business management. Due to the recession in the United States as well as globally, sport revenue production appears to be on the downturn. However, salaries and ticket prices continue to escalate. Although traditional methods of marketing are effective, new approaches in identifying, keeping and satisfying the consumer are being introduced.

Some of the more recent approaches include focusing on the consumer (relationship marketing), on the organization or institution (business marketing), or on societal issues (social marketing) (Andreasen, 2002; Mandják & Szántó, 2010; Schurr, 2007). Marketing strategies have incorporated the use of Internet or e-marketing, blogging, and tweeting to reach consumers in efforts to increase revenue production (Gill, 2009; Kaplan, Piskin, & Bol, 2010; Radin, Calkins, & Predmore, 2007). New applications of managing risks from finance considerations such as economic impact, sport facility investments, fundraising and sponsorships for sports organizations on a global basis may also be investigated. Finally, appropriate application of such legal issues such as intellectual property, trademark, and risk management may increase revenue as well.

The financial decline presently being experienced in the United States and throughout much of the world may significantly and negatively affect the revenue production capabilities in sport. This special issue invites manuscripts that address innovative ways to identify, keep, and/or satisfy the sport consumer from a multidisciplinary approach. In doing so, these manuscripts should illustrate areas of application for practitioner as well as future investigation for researchers. Qualitative, quantitative, and conceptual approaches are equally encouraged.

Suitable topics include but are not limited to:

• Sociological issues
• Trademark issues
• Intellectual property issues
• Risk management
• Ethics
• Economic impact
• Internet marketing
• Communication
• Social Marketing
• Fundraising

The focus of appropriate research may include (but is not limited to):

• Tests of existing theoretical models within sport marketing management
• Extensions of previous sport marketing management research
• Level of analysis examinations
• Content analysis
• Agency-consumer relationships
• Case studies
• Managerial best-practices

Important Date
Submission deadline: 6 October, 2010