Successful marketing involves providing consumers with the goods and services they require, where they want them and when they want them. In this country, millions of people enjoy participating in and watching a range of sporting activities. There is great competition for tickets to major sporting events, such as a centre court match at Wimbledon, a Five Nations rugby international or a key Premier Division football clash. This also means that tickets for such events are very expensive. For example, watching one day of a…

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