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Record identifier : 567087
Personal Name - Primary Intelectual Responsibility : Driscoll, Gregory J
Title and statement of responsibility : An analysis of the working relationships between in-house and outsourced sports marketing departments in Division I-A college athletics [Thesis]
Publication, Distribution,Etc. : The University of North Carolina at Chapel Hill, 2006
Language of the Item : eng
Dissertation of thesis details and type of degree : M.A.
Body granting the degree : , The University of North Carolina at Chapel Hill
Summary or Abstract : The purpose of this study was to examine the working relationships between the inhouse and outsourced marketing groups of major NCAA Division I athletics programs. Forty-four outsourced general managers (GMs) and 39 senior in-house marketing administrators (SMAs) participated for a response rate of 69.2 . Descriptive analysis indicated the firms were similar in regards to office location, amount of contact, work experience, and pressure. The data also indicated possible inherent differences between the outsourced and in-house realms. Actual outsourced pressure exceeded in-house pressure, and the GMs and SMAs tended to overstate their counterparts' pressure levels. Also, GMs had more experience working in-house than SMAs had working for outsourced firms. Responses from GMs and SMAs indicated a healthy relationship despite the presence of the arms race in college athletics, as each group exhibited tendencies of conceding portions of their own ideals for the benefit of the overall working relationship..
Topical Name Used as Subject : Physical education, Marketing
Information of biblio record : TL
 
 
 
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