Strategic sport marketing
Author(s)
Bibliographic Information
Strategic sport marketing
(Sport management series / series editor: David Shilbury)
Allen & Unwin, 2003
2nd ed
Available at 9 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
Note
Includes bibliographical references (p. 317-325) and index
Description and Table of Contents
Description
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.
Table of Contents
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
by "Nielsen BookData"