Abstract
Marketing can be described as commercial, cause-related or social depending on the locus of benefit, the objective / outcomes desired and the focus of exchange. Social marketing has been described as the application of marketing technologies designed to influence the voluntary behavior of a target audience to improve personal and societal welfare (Andreasen 1995). Increasingly sport organizations have been engaging in social marketing which has a unique set of objectives and outcomes. To date, few studies have appeared in which the use of social marketing strategies were examined in sport. As a result, the purpose of this paper is to identify the distinct differences between social marketing, cause-related marketing and commercial marketing Through development of a multi-tiered marketing framework, analysis of each approach will be undertaken to illuminate the use of each strategy in sport to achieve both economic and non-economic marketing related objectives.
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
DOI
10.20429/jamt.2010.010202
Publication Date
10-2010
Recommended Citation
Lough, Nancy, and Pharr, Jennifer Renee (2010). The use of a multi-tiered framework to analyze commercial, cause and social marketing strategies in sport. Journal of Applied Marketing Theory, 1(2), 8-23. ISSN: 2151-3236. https://digitalcommons.georgiasouthern.edu/jamt/vol1/iss2/2