Scoring with the net: The cybermarketing of English football clubs
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CONTRIBUTORS:
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JOURNAL:
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Electronic Markets: Journal of Electronic Commerce and Business Media ,
10(3),
176 -
184.
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YEAR:
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2000
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PUB TYPE:
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Journal Article
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SUBJECT(S):
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Football club website marketing internet
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DISCIPLINE:
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Business/Management
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HTTP:
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LANGUAGE:
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English
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PUB ID:
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103-401-635
(Last edited on
2004/05/08 08:23:41 GMT-6)
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SPONSOR(S):
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ABSTRACT:
In the last eight years, English Premier League football has become increasingly commercial, and there has been a consequent growth in the importance of club marketing. The internet and cyber marketing have simultaneously developed as commercial phenomena over the same period.The main aim of this paper is to examine the scope, nature and content of football club web sites from a marketing perspective. It also seeks to highlight the competitive advantages that clubs may derive from their sites.
The paper is based upon a qualitative survey of club sites, building on earlier work by the authors. It was based on an existing model for analysing sports web sites, and involved site surveys, and telephone and face-to-face interviews with club officials.
The authors found that, despite improvements compared to their earlier study, most club sites remain under-developed and that many clubs have still to seize the opportunities that the web offers.
Some clubs are becoming more sophisticated in their use of cybermarketing, but all clubs still need to address a number of issues. The paper thus highlights intermediation, organisational change and the development of marketing activities and functions as key areas for future research.
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