Strategic sport marketing
著者
書誌事項
Strategic sport marketing
（Sport management series / series editor: David Shilbury）
Allen & Unwin, 2009
3rd ed
- : pbk
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注記
Previous ed., copyrighted in 1998 and 2003
Includes bibliographical references (p. 342-356) and index
内容説明・目次
内容説明
A fully revised edition of this widely used introduction to sport marketing by leading educators. With international examples it remains the most comprehensive and well-informed reference for students and sport marketing professionals.
目次
Preface..About the authors..Contributors..Part I Introduction..1 An overview of sport marketing..Part II Identification of Marketing Opportunities..2 The strategic sport-marketing planning process..3 Understanding the sport consumer..4 Marketing research: Segmentation, target markets and positioning..Part III Strategy Determination..5 The sport product..6 Pricing strategies..7 The place of the sport facility..8 Customer satisfaction and service quality..9 The sport promotion mix..10 Advertising..11 Sport and television..12 Sport and new media..13 How to attract and implement sponsorship..14 Measuring the effectiveness of sponsorship..15 Public relations..16 Promotional licensing..Part IV Strategy Implementation, Evaluation and Adjustment..17 Coordinating and controlling marketing strategy..Reference list..Bibliography
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