GUIDELINES FOR MARKETING DEVELOPMENT OF PROFESSIONAL LEAGUE FOOTBALL CLUBS IN CAMBODIA
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Abstract
The research purposes were to study the audiences’ opinions on professional football league club in Cambodia and to propose the guidelines for the marketing development of the professional football league club in Cambodia. The samples were 400 audiences from 148,310 populations. The key informants included 9 Thai’s experts in sport marketing. The instrument for quantitative research was a questionnaire, and qualitative research was a semi - structured interview.
The research result revealed that the audiences’ opinions on the marketing development of the professional football league club in Cambodia through each aspect of marketing mix, as overall image of 7 items, there was 1 item which reached a high level and 6 items were at the highest level, the mean of which was 4.71. When considering each aspect arranged in order from greatest to least; Place and Price, the mean of which was 4.93, Product, the mean of which was 4.92, and promotion, the mean of which was 4.90.
Regarding the guidelines for marketing development, there were the process of concept planning and managing, pricing, promoting, and the distribution of ideas, products, services, organizations, and events which should be exchanged to one another so that it will reach satisfaction of individuals and achieve the enterprise's purposes. Meanwhile, the Electronic Marketing Strategy was also added.
Article Details
The published article is a copyright of the Academic Journal of Thailand National Sports University. The passage appeared in each article in this academic journal is a perspective of each author which is not related to the journal. Each author is required to be responsible for all components of his/her own article. If there are any mistakes, each author must be responsible for those mistakes on his/her own.
References
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