Strategic Sport Marketing
'. . . a very comprehensive overview of the key elements involved in the marketing of sport.an excellent and comprehensive illustration of the integration of sport marketing theory with sport marketing practice' - Ketra L. Armstrong, Ohio State University, in Journal of Sport Management'I strongly recommend this book.[it] will be eagerly sought by academics, students, and practitioners interested in the strategic sport marketing arena' - Terry Woods, Southern Cross University, in Sport Marketing QuarterlyStrategic Sport Marketing is a systematic introduction to marketing issues for sport management students as well as practising sport administrators. Integrating the unique characteristics of sport with traditional marketing theory, it presents a framework of strategic decision-making. Drawing on their extensive international experience, the authors explain the diverse markets for sport: participants, sponsors, spectators and lounge-room fans. Case studies and 'sportviews' selected from a wide range of sports and media illustrate the unique features of sport marketing. With detailed examples and step-by-step processes, Strategic Sport Marketing is a practical tool and theoretical guide to sport marketing internationally.The third edition of this widely used text is fully revised and updated. It includes a new chapter on the role of online and other digital technologies in sport marketing.
- Paperback | 384 pages
- 176 x 230 x 30.48mm | 952.54g
- 01 Jan 2009
- Allen & Unwin
- St Leonards NSW, Australia
- 3rd edition
Table of contents
PrefaceAbout the authorsContributorsPart I Introduction1 An overview of sport marketingPart II Identification of Marketing Opportunities2 The strategic sport-marketing planning process3 Understanding the sport consumer4 Marketing research: Segmentation, target markets and positioningPart III Strategy Determination5 The sport product6 Pricing strategies7 The place of the sport facility8 Customer satisfaction and service quality9 The sport promotion mix10 Advertising11 Sport and television12 Sport and new media13 How to attract and implement sponsorship14 Measuring the effectiveness of sponsorship15 Public relations16 Promotional licensingPart IV Strategy Implementation, Evaluation and Adjustment17 Coordinating and controlling marketing strategyReference listBibliography
"I strongly recommend this book . . . [it] will be eagerly sought by academics, students, and practitioners interested in the strategic sport marketing arena." --Sport Marketing Quarterly "A very comprehensive overview of the key elements involved in the marketing of sport . . . an excellent and comprehensive illustration of the integration of sport marketing theory with sport marketing practice." --Journal of Sport Management
About David Shilbury
DAVID SHILBURY is the Foundation Professor Sport Management at Deakin University and member of the editorial boards of Journal of Sport Management and Sport Management Review. HANS WESTERBEEK is Professor of Sport Management at La Trobe University and author of more than ten books on sport business. SHAYNE QUICK is Professor of Sport Management at Bond University. He has taught at universities in North America, Greece and New Zealand. DANIEL C. FUNK is Professor of Sport Marketing at the Griffith Business School and has worked in the USA, Japan and Greece.