oa Journal of Marketing - A birdie for business : golf days

Volume 2010, Issue 04
  • ISSN : 1811-9565



Jack Lemon quipped: ''If you think it's hard to meet new people, try picking up the wrong golf ball.'' Indeed, and no doubt why marketing minds utilise the game of golf for great ways to leverage their shoulder rubbing activities, nurturing business relationships and fundraising ventures. However, now that we have had to keep our heads above water throughout the recession, we have to wonder if these events remained top of list and, if they were put on the back burner through 2009, will they be revived now? So we asked a few specialists in the field just how successful golf day events are and whether they should be considered marketing mountains, or simply marketing molehills?

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