A fully revised edition of this widely used introduction to sport marketing by leading educators. With international examples it remains the most comprehensive and well-informed reference for students and sport marketing professionals.
'. . . 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 Quarterly
Strategic 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.
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.
Business & Management
Table Of Contents:
About the authors
Part I Introduction
1 An overview of sport marketing
Part II Identification of Marketing Opportunities
2 The strategic sport-marketing planning process
3 Understanding the sport consumer
4 Marketing research: Segmentation, target markets and positioning
Part III Strategy Determination
5 The sport product
6 Pricing strategies
7 The place of the sport facility
8 Customer satisfaction and service quality
9 The sport promotion mix
11 Sport and television
12 Sport and new media
13 How to attract and implement sponsorship
14 Measuring the effectiveness of sponsorship
15 Public relations
16 Promotional licensing
Part IV Strategy Implementation, Evaluation and Adjustment
17 Coordinating and controlling marketing strategy
Allen & Unwin
Allen & Unwin
Sales & marketing