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An exploratory examination of the strategic direction of the Gaelic Athletic Association via theapplication of sports marketing segmentation bases

Gallagher, Damian and Gilmore, Audrey (2016) An exploratory examination of the strategic direction of the Gaelic Athletic Association via theapplication of sports marketing segmentation bases. Marketing Intelligence & Planning, 34 (2). [Journal article]

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URL: http://www.emeraldinsight.com/doi/pdfplus/10.1108/MIP-09-2014-0188

DOI: 10.1108/MIP-09-2014-0188

Abstract

The purpose of this paper of this study was to go beyond the predominantly conceptual or normative approach found in the market segmentation literature and focus not only on its actual application but to review the empirical findings themselves (Foedermayer and Diamantopoulos, 2008) so as to provide the basis for identifying and understanding new segments and assessing the strategic development of the Gaelic Athletic Association (GAA) in Ireland in order to ensure its continued survival, growth and prosperity.

Item Type:Journal article
Keywords:Sports Marketing, Segmentation, Indigenous Football, Gaelic Football, Ireland
Faculties and Schools:Ulster Business School > Department of Marketing, Entrepreneurship and Strategy
Ulster Business School > Department of Business and Enterprise
Ulster Business School
Research Institutes and Groups:Business and Management Research Institute
ID Code:33596
Deposited By: Dr Damian Gallagher
Deposited On:15 Mar 2016 09:33
Last Modified:15 Mar 2016 09:33

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