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Chapter 8 Marketing and Membership

DOI: 10.23912/9781911635062-3973

ISBN: 9781911635062

Published: November 2018

Component type: chapter

Published in: Club Management

Parent DOI: 10.23912/9781911396796-3845



Students will often hear that membership is the lifeblood of clubs. This simply means that without members, clubs would cease to exist. This is true for both not-for-profit and for-profit clubs. The focus of this chapter is on membership, that is, who are the members and why do they join; and marketing, that is club activities directed at retaining existing members and recruiting prospective members. The reason that we are combining a discussion of marketing with one of membership, is because it is hard to separate the two functions in clubs. When we use the word ‘marketing’, we are referring to marketing to members, either current or prospective. At one time, marketing was not within managers’ lexicon. However, as we have alluded to several times, clubs must be much more outwardly focused now than they were a generation ago. We will talk more about marketing, but let’s first examine why members join clubs.

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  • Clayton Barrows, University of New Hampshire (Author)
  • Michael Robinson, Robinson Hospitality Consulting (Author)

For the source title:

  • Clayton Barrows, University of New Hampshire (Author)
  • Michael Robinson, Robinson Hospitality Consulting (Author)

Cite as

Barrows & Robinson, 2018

Barrows, C. & Robinson, M. (2018) "Chapter 8 Marketing and Membership" In: Barrows, C. & Robinson, M. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/9781911635062-3973


Boardroom Magazine (2018) what are the trends for private club memberships? What should clubs be offering? boardroommagazine.com/ what-are-the-trends-for-private-club-memberships-what-should-clubs-be-offering/.

Butler, J. (2017) Predicting loyalty in clubs through motivation, perceived value, satisfaction, and place attachment https://lib.dr.iastate.edu/etd/15886/.

Club Management Magazine (2017). How to attract millennials to your club.

Global Golf Advisors (2018), https://www.globalgolfadvisors.com/wp-content/uploads/2017/11/11-27-17-European-ClubTrends_BestPractices-Master-FINAL-v2.pdf.

Knutson, B. (2001). Mature club members; Are they a homogeneous or heterogeneous market? Journal of Hospitality and Leisure Marketing, 9(1/2), 35 – 51.

Private Club Advisor (February 2018). www.privateclubadvisor.com

Storytellers, https://blog.storytellermn.com/ccm/outsiders-perspective-private-club-marketing

Stump, M. (2018). Club Tax. https://clubtaxnetwork.com


Chapter 8 Marketing and Membership [Details]Price: £5.99*Licences / Downloadable file

Published in Club Management

Chapter 8 Marketing and Membership [Details]Price: £5.99*Licences / Downloadable file
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