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A Marketing Panacea: Connecting to the four Year Client

Marketing is one of two disciplines that collegiate recreational sports departments need to be knowledgeable about in order to be successful in the future (Holford and Gresh, 1993). Therefore, as a result of increasingly varied opportunities for college students, increased fiscal restraints and decreasing participation rates facing collegiate recreational sports departments (Green & Gonsoulin, 1996), it is no surprise that recreational sports administrators are encouraged to design comprehensive marketing strategies (Cameron, 1989; Coates & Dobmeyer, 1991 ; Derengoski & O'Leary, 1996; and McGregor, 1995). The purpose of this article is to provide a comprehensive perspective surrounding marketing for the future: what it is, the four "P's" of marketing as applied to recreational sports, the need for continuous marketing, different marketing strategies, target markets and creating your own target marketing value chart. Finally, a summary of the various marketing strategies from which to create a "Marketing Plan" (see Figure 3) will be presented.