Marketing of Local Authority Sports Centre Services A Pilot Study

Abstract

Undertakes a pilot study, the results of which are reported here, into the degree to which marketing techniques are being applied in the local authority sports/leisure centre situations in the UK. Details the use of a questionnaire which focused attention on both marketing tools and major aspects of marketing philosophy. Finds evidence of marketing thinking having penetrated various organisational areas. Concludes that the study may have been of a pilot nature but there is evidence so far at least of marketing thinking being applied under one or more of the topic areas included in the questionnaire.

Citation

Cowell, D. and Henry, I. (1977), "Marketing of Local Authority Sports Centre Services A Pilot Study", European Journal of Marketing, Vol. 11 No. 6, pp. 445-459. https://doi.org/10.1108/EUM0000000005027