A post modern conception of the product and its applications to professional sports

In the post modern era, a product or service has four potential representations: experiential; social; democratic; and an element of an organisation, a network or a universe. This paper looks at post modern product representations in the sports industry that are supported by marketing decisions. These decisions could provide guidelines to sports managers who want to strengthen the emotional connection between the team and the fans.

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Year of publication:	2005
Authors:	Richelieu, André ; Boulaire, Christèle
Published in:	International Journal of Sports Marketing and Sponsorship. - Emerald Group Publishing Limited, ISSN 2515-7841, ZDB-ID 2238604-X. - Vol. 7.2005, 1, p. 17-28
Publisher:	Emerald Group Publishing Limited
Subject:	post modern \| experiential \| consumers \| professional sports

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/IJSMS-07-01-2005-B005 [DOI]
Source:	Other ZBW resources

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