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Strategic sport marketing

Author: David Shilbury; Shayne Quick; Hans Westerbeek
Publisher: Crows Nest., N.S.W. : Allen & Unwin, ©2003.
Series: Sport management series.
Edition/Format:   Print book : English : 2nd edView all editions and formats
Database:WorldCat
Summary:
"Strategic Sport Marketing is a comprehensive text for sport management students as well as practising sport administrators. Integrating the unique product characteristics of sport with traditional marketing theory, it presents a strategic sport marketing model that recognises the diverse markets for sport: participants, sponsors, spectators at the event and lounge-room fans." "Case studies and sportviews selected  Read more...
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Document Type: Book
All Authors / Contributors: David Shilbury; Shayne Quick; Hans Westerbeek
ISBN: 1865089184 9781865089188
OCLC Number: 53901895
Notes: Previous edition: 1998.
Description: xii, 340 pages : illustrations ; 23 cm.
Contents: An overview of sport marketing --
Identification of marketing opportunities --
The strategic sport-marketing planning process --
Understanding the sport consumer --
Market research: segmentation, target markets and positioning --
Strategy determination --
The sport product --
Pricing strategies --
The place of the sport facility --
Customer satisfaction and service quality --
The sport promotion mix --
Advertising --
Sport and television --
Sport and the Internet --
How to attract and implement sponsorship --
Measuring the effectiveness of sponsorship --
Public relations --
Promotional licensing --
Strategy implementation, evaluation and adjustment --
Coordinating and controlling marketing strategy.
Series Title: Sport management series.
Responsibility: David Shilbury, Shayne Quick and Hans Westerbeek.

Abstract:

"Strategic Sport Marketing is a comprehensive text for sport management students as well as practising sport administrators. Integrating the unique product characteristics of sport with traditional marketing theory, it presents a strategic sport marketing model that 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."--Jacket.

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