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 comprehensive text for sport management students as well as practicing sport administrators. Integrating the unique product characteristics of sport with traditional marketing theory, it presents a strategic sport marketing model which recognises the diverse markets for sport: participants, sponsors, spectators at the event and lounge-room fans. Case studies and 'sportviews' selected from international 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 second edition of this widely used text is fully revised and updated. It includes two new chapters: 'Customer satisfaction and service quality' by Linda van Leeuwen and 'Sport and the Internet' by Daniel Evans. There is also an increased focus on sponsorship and the role of services theory in the delivery of sport.
- Paperback | 352 pages
- 176 x 230 x 25.15mm | 762.04g
- 01 Apr 2004
- Allen & Unwin
- St Leonards NSW, Australia
- 2nd edition
Table of contents
PrefaceAbout the authors1. An overview of sport marketing2. The strategic sport-marketing planning process3. Understanding the sport consumer4. Market research: segmentation, target markets and positioning5. 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 the Internet13. How to attract and implement sponsorship14. Measuring the effectiveness of sponsorship15. Public relations16. Promotional Licensing17. Coordinating and controlling marketing strategyCreditsIndex
"An excellent illustration of the integration of sport marketing theory with sport marketing practice." - Journal of Sport Management "I strongly recommend this book..." - Terry Woods Sport Marketing Quarterly"
About David Shilbury
David Shilbury is Head of the Bowater School of Management and Marketing and Professor of Sport Management at Deakin University, and editor of Sport Management Review. Shayne Quick is Director for Project Development at the Faculty of Business, University of Technology, Sydney and Coordinator of the Sport Management Program. He is also the President of the Sport Management Association of Australia and New Zealand. Hans Westerbeek is Senior Lecturer in Sport Management at the Bowater School at Deakin University and Vice President of the Sport Management Association of Australia and New Zealand.