A post modern conception of the product and its applications to professional sports
International Journal of Sports Marketing and SponsorshipPublished 1 October 2005
André Richelieu, Christèle Boulaire
Citations14
SJR quartileQ2
SJR score0.76
SNIP1.18
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Abstract
In the post modern era, a product or service has four potential representations: experiential; social; democratic; and an element of an organisation, a network or a universe. This paper looks at post modern product representations in the sports industry that are supported by marketing decisions. These decisions could provide guidelines to sports managers who want to strengthen the emotional connection between the team and the fans.
Keywords
Social SciencesBusiness, Management and Accounting
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