Strategic Sport Marketing

David Shilbury, Hans Westerbeek, Shayne Quick and Daniel Funk
AUD $59.95
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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 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.

Author bio:

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.

Category: Business & Management
ISBN: 9781741756265
Edition No: 3rd
Table Of Contents: Preface

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

10 Advertising

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

Reference list

Publisher: Allen & Unwin
Imprint: Allen & Unwin
Pub Date: January 2009
Page Extent: 384
Format: Book
Subject: Sales & marketing

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