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A post modern conception of the product and its applications to professional sports

André Richelieu (Assistant Professor of Marketing, Faculte des Sciences de L'Administration, Universite Laval, Quebec, Canada)
Christèle Boulaire (Assistant Professor of Marketing, Universite Laval)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 October 2005

369

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

Citation

Richelieu, A. and Boulaire, C. (2005), "A post modern conception of the product and its applications to professional sports", International Journal of Sports Marketing and Sponsorship, Vol. 7 No. 1, pp. 17-28. https://doi.org/10.1108/IJSMS-07-01-2005-B005

Publisher

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Emerald Group Publishing Limited

Copyright © 2005 by Winthrop Publications Limited

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