Strategic Sport Marketing

Table of contents

• 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

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