Strategic sport marketing
著者
書誌事項
Strategic sport marketing
Allen & Unwin, 1998
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Since the sport consumer may now be either participant or spectator, either at the game or on TV, standard marketing theory does not necessarily apply. This comprehensive text places the unique problems and issues of sport marketing within a firm model of a strategic sport marketing process. Included with the authors' analysis of the process are: Australian and international case studies; "sportsviews" to illustrate chapter key points; and draft marketing plans and sponsorship proposals.
目次
- Part I Identifying marketing opportunities: the marketing process in sport
- the strategic marketing planning process
- understanding the sport consumer
- market research and marketing information systems
- segmenting the sport market. Part II Strategy determination: the sport product
- marketing sport as a service product
- pricing strategies
- promotional strategy
- advertising
- sport, advertising and television
- sponsorship
- public relations and publicity
- promotional licensing
- the place of the facility. Part III Strategy implementation, evaluation and adjustment: evaluating and controlling the marketing effect
- coordinating strategy - the role of the sport marketer.
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