A post modern conception of the product and its applications to professional sports
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 October 2005
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
:Emerald Group Publishing Limited
Copyright © 2005 by Winthrop Publications Limited