Association of Marketing Theory and Practice Proceedings 2011


Athletic Foundation Membership: Marketing to Local Constituencies

Document Type

Conference Proceeding

Conference Track

Panels and Special Sessions

Publication Date



This panel explores the marketing philosophy of a university’s athletic foundation through three individual papers. Each paper explores a different constituency by using an interpretive methodological approach and asks two central questions; what value does individual membership have in an athletic foundation and how does that value influence sports marketing? Because athletics is typically physically, philosophically, and fiscally separate from the institution, marketing to different types of constituent groups is necessary in order to generate and increase revenue.

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