DOES MARKETING STRATEGY AND MARKETING CAPABILITY MATTER FOR MARKETING PERFORMANCE FIBA EVENT IN INDONESIA?

Abstract

This study aims to analyze the effect of marketing strategy and marketing capability on marketing performance at the FIBA Basketball international event in Indonesia. The RBV theory explains that good use of resources will increase value. The effectiveness of resource utilization is reflected in marketing performance which can be determined by a good marketing strategy and marketing capabilities. This study shows that marketing strategy and marketing capability have a positive and significant effect on marketing performance at the FIBA Basketball international event held in Indonesia. The ability to market and determine strategies is an important indicator of the success of organizing basketball sporting events in Indonesia.

Keywords

• marketing strategy
• marketing capability
• marketing performance
• sport event