Strategic sport marketing
Author(s)
Bibliographic Information
Strategic sport marketing
（Sport management series / series editor: David Shilbury）
Allen & Unwin, 2009
3rd ed
- : pbk
Available at 5 libraries
Note
Previous ed., copyrighted in 1998 and 2003
Includes bibliographical references (p. 342-356) and index
Description and Table of Contents
Description
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.
Table of Contents
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
by "Nielsen BookData"