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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
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:

Integrating the product characteristics of sport with traditional marketing theory, this guide presents a strategic sport marketing model that recognises the diverse markets for sport: participants,  Read more...

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"An excellent illustration of the integration of sport marketing theory with sport marketing practice." - Journal of Sport Management "I strongly recommend this book..." - Terry Woods Sport Marketing Read more...

 
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