Athletic web-enabled technical developments and their effects on electronic marketing services
by Alan D. Smith
International Journal of Management in Education (IJMIE), Vol. 1, No. 4, 2007

Abstract: The basic ideas and strategies of the internet, along with advances in design techniques and technology, are a perfect fit for collegiate athletic departments and sports fans worldwide. With the rise of e-commerce, ticket brokerage websites have proven to be an effective tool for purchasing tickets. Online ticketing is a growing medium for e-commerce and is enabling consumers to order tickets to events all over the world quickly, safely and efficiently. Online ticket brokerage websites must face the security concerns that face all those participating in e-commerce. Collegiate athletic directors and staff members have many goals within their departments that are marketing-service related, such as building fan loyalty, building the educational institution's reputation, recruiting top athletes and raising funds for the teams and the institution. Using the web-enabled technologies as supplemental marketing tools, athletic departments can develop new marketing strategies, while reaping the rewards of fan interactivity.

Online publication date: Fri, 21-Sep-2007

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