Strategic marketing's contribution to Australasian golf club performance

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Title

Strategic marketing's contribution to Australasian golf club performance

Content partner

University of Waikato

Collection

ResearchCommons@Waikato

Description

Purpose – The purpose of this paper is to examine the extent to which strategic marketing planning is carried out by Australasian golf clubs and the impact such planing has upon their business performance. Design/methodology/approach – A research methodology borrowed from the “for profit” sector is applied. In total, ten basic strategic marketing practices, each with its own hypothesis, are investigated through a web-based survey of secretaries/managers of 180 Australian and New Zealand go...

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Format

Research Paper

Research format

Journal article

Date created

2011

Creator

Garland, Ron / Brooksbank, Roger / Werder, Wayne

URL

https://hdl.handle.net/10289/5810

Related subjects

Australia / New Zealand / strategic marketing planning / sport organizations / competitive performance / golf

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