Playing the Web Game Well: Five Ways to Win

Because it is expressly designed for the rapid and widespread distribution of information, and because marketing is an information-based function, the Internet, with its World Wide Web, is potentially a very powerful marketing tool for sport organizations. However, like any tool, the Web can be used more or less effectively. What makes proper utilization of the Web as a marketing tool especially difficult is its relative novelty and complexity. This paper identifies five key issues that must be addressed by sport organizations wishing to make the most effective use of the Internet as a marketin