Recovery marketing strategies: A continual need in the sport industry

Rick Burton, Dennis Howard

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

The multi-billion-dollar global sport industry is frequently rocked with news of scandal, illegal maneuvering, or criminal activity. The consistency with which these events occur suggests future sport marketers should develop a heightened sensitivity to the likelihood that their brand (be it a league, team, player, owner, coach, consumer product or service) will suddenly come under intense scrutiny and receive signifi cant negative attention. This can be debilitating and, if mismanaged, can hurt the future productivity and revenue-generating capacity of the entity. This chapter looks at meaningful ways in which sport marketers can better prepare to utilize recovery marketing strategies.

Original languageEnglish (US)
Title of host publicationLeveraging Brands in Sport Business
PublisherTaylor and Francis
Pages173-185
Number of pages13
ISBN (Print)9780203108994
DOIs
StatePublished - Jan 1 2013

Keywords

  • Brand image
  • Media
  • Negative PR
  • Recovery strategy
  • Scandal

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)

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  • Cite this

    Burton, R., & Howard, D. (2013). Recovery marketing strategies: A continual need in the sport industry. In Leveraging Brands in Sport Business (pp. 173-185). Taylor and Francis. https://doi.org/10.4324/9780203108994