Abstract
Recovery marketing can be defined as the actual or possible regaining, restoration, or improvement of something lost or taken away as a result of a significantly negative situation or event through the transfer of goods and services from producers to consumers. This article seeks to elaborate on the concept of recovery marketing historically and in terms of the sport industry, and how sport marketing efforts can be utilized in various situations to recuperate from negative scenarios. In addition, suggestions will be presented regarding the creation of a recovery marketing plan for sport organizations, as well as propositions for future research.
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
DOI
10.20429/jamt.2010.010203
Publication Date
10-2010
Recommended Citation
Schwarz, Eric C. (2010). The role of recovery marketing to recapture a sport market over the past decade: From travel and tourism to professional and amateur sport business. Journal of Applied Marketing Theory, 1(2), 24-35. ISSN: 2151-3236. https://digitalcommons.georgiasouthern.edu/jamt/vol1/iss2/3