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Strategic Sport Marketing
By David Shilbury, Hans Westerbeek, Shayne Quick, Daniel Funk
384 pages
- Contributors:
- Includes content by:
- Publisher:
- Allen & Unwin
- Place of publication:
- Crows Nest, N.S.W.
- Publication year:
- 2009
- Edition:
- 3rd
- Subjects:
Synopsis
' ... 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 ...
'... 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 Marketingis 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 Marketingis 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.
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Table of contents
The first page of every section is available free to non-members – click a section heading to start reading now!
- Strategic Sport Marketing i
- Title Page iii
- Contents v
- Preface xi
- About the Authors xiv
- Part I - Introduction 1
- 1: An Overview of Sport Marketing 3
- Part II - Identification of Marketing Opportunities 17
- 2: The Strategic Sport-Marketing Planning Process 19
- 3: Understanding the Sport Consumer 41
- 4: Market Research: Segmentation, Target Markets and Positioning 62
- Part III - Strategy Determination 83
- 5: The Sport Product 85
- 6: Pricing Strategies 106
- 7: The Place of the Sport Facility 125
- 8: Customer Satisfaction and Service Quality 142
- Strategic Sport Marketing i
- Title Page iii
- Contents v
- Preface xi
- About the Authors xiv
- Part I - Introduction 1
- 1: An Overview of Sport Marketing 3
- Part II - Identification of Marketing Opportunities 17
- 2: The Strategic Sport-Marketing Planning Process 19
- 3: Understanding the Sport Consumer 41
- 4: Market Research: Segmentation, Target Markets and Positioning 62
- Part III - Strategy Determination 83
- 5: The Sport Product 85
- 6: Pricing Strategies 106
- 7: The Place of the Sport Facility 125
- 8: Customer Satisfaction and Service Quality 142
- 9: The Sport Promotion Mix 163
- 10: Advertising 185
- 11: Sport and Television 204
- 12: Sport and New Media 229
- 13: How to Attract and Implement Sponsorship 245
- 14: Measuring the Effectiveness of Sponsorship 267
- 15: Public Relations 282
- 16: Promotional Licensing 305
- Part IV - Strategy Implementation, Evaluation and Adjustment 329
- 17: Coordinating and Controlling Marketing Strategy 331
- Bibliography 342
- Index 357
- Managing Sports Facilities and Major Events 368