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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:   Book : English : 2nd edView all editions and formats
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Document Type: Book
All Authors / Contributors: David Shilbury; Shayne Quick; Hans Westerbeek
ISBN: 1865089184 9781865089188
OCLC Number: 53901895
Notes: Previous ed.: 1998.
Description: xii, 340 p. : ill. ; 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.

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