Strategic sport marketing
著者
書誌事項
Strategic sport marketing
（Sport management series / series editor: David Shilbury）
Allen & Unwin, 2003
2nd ed
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注記
Includes bibliographical references (p. 317-325) and index
内容説明・目次
内容説明
This book offers a comprehensive overview of the key elements involved in the marketing of sport. It 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 armchair fans. The case studies and sportsviews 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.
目次
PrefaceAbout the authors1. An overview of sport marketing2. The strategic sport-marketing planning process3. Understanding the sport consumer4. Market research: segmentation, target markets and positioning5. The sport product6. Pricing strategies7. The place of the sport facility8. Customer satisfaction and service quality9. The sport promotion mix10. Advertising11. Sport and television12. Sport and the Internet13. How to attract and implement sponsorship14. Measuring the effectiveness of sponsorship15. Public relations16. Promotional Licensing17. Coordinating and controlling marketing strategyCreditsIndex
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