TY  - JOUR
AB  - Aims to: supply an exploration and description of the extent to which strategic marketing planning is being undertaken by UK rugby union clubs; and identify, explore and outline the main intra and extra‐organizational barriers and impediments to the development of planning within rugby clubs. Begins with an overview of relevant literature. First, existing views on the content, processes and obstacles to strategic marketing planning are reviewed. Second, the topics of sports management, organization and sports marketing planning are introduced and discussed. After the presentation of the research design and methodology employed, the findings of an exploratory study into the extent and the barriers to strategic marketing planning within UK rugby union clubs are presented. Finishes with a discussion of conclusions and implications for both theorists and practitioners.
VL  - 19
IS  - 2
SN  - 0263-4503
DO  - 10.1108/02634500110385390
UR  - https://doi.org/10.1108/02634500110385390
AU  - Harris Lloyd C.
AU  - Jenkins Huw
PY  - 2001
Y1  - 2001/01/01
TI  - Planning the future of rugby union: a study of the planning activities of UK rugby clubs
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 112
EP  - 124
Y2  - 2024/04/25
ER  -