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dc.contributor.authorGarland, Ron
dc.contributor.authorBrooksbank, Roger
dc.contributor.authorWerder, Wayne
dc.identifier.citationGarland, R., Brooksbank, R. & Werder, W. (2011). Strategic marketing's contribution to Australasian golf club performance. Sport, Business and Management: An International Journal, 1(2), 138-154.en_NZ
dc.description.abstractPurpose – 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 golf clubs. Findings – Analysis shows that while strategic marketing is being adopted by most clubs, compared with their lower-performing counterparts (on measures of competitive business performance), the higher-performing clubs place a far greater emphasis upon each of the ten basic strategic marketing practices. Research limitations/implications – While the survey had a 24 per cent response rate, a small follow-up survey of non-respondents showed no significant difference in answers to four crucial questions. Self-reported, relative performance measures, widely used in the “for profit” sector, have been utilised. The ten basic strategic marketing practices are assumed to be antecedents of success rather than a consequence of such success. Originality/value – In addition to providing initial understanding of the extent of strategic marketing planning practice in a sport management context in Australasia, this paper identifies those practices which differentiate higher competitive business performance from lower performance.en_NZ
dc.publisherEmerald Group Publishing Limiteden_NZ
dc.subjectNew Zealanden_NZ
dc.subjectstrategic marketing planningen_NZ
dc.subjectsport organizationsen_NZ
dc.subjectcompetitive performanceen_NZ
dc.titleStrategic marketing's contribution to Australasian golf club performanceen_NZ
dc.typeJournal Articleen_NZ
dc.relation.isPartOfSport, Business and Management: An International Journalen_NZ

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