An analysis of influence strategies within the competitive sports marketplace: How the discipline of 'playmaking' can be applied to the competitive sports marketplace.

摘要

I present this thesis as an analysis of the influence strategies of the competitive sports marketplace. I examine how the discipline of "playmaking" can be applied as a management philosophy and as framework for communication strategy whereby actors in the sports marketplace compete for a relative competitive advantage over an opponent. I propose to subject the discipline of playmaking to a research and case study based examination that discloses the merits and efficacy of an assortment of influence strategies in the competitive sports marketplace.