Strategic sport marketing
Author(s)
Bibliographic Information
Strategic sport marketing
(Sport management series / series editor: David Shilbury)
Routledge, 2020
4th ed
- : pbk
Available at 1 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
First published: Allen & Unwin, 1998
Includes bibliographical references (p. 357-375) and index
Description and Table of Contents
Description
Sport now has to compete for the consumer dollar with a vast array of leisure activities online as well as offline. Successful sport marketing is the result of carefully structured planning, creativity and perseverance.Integrating the unique characteristics of sport with traditional marketing theory, Strategic Sport Marketing presents a framework of strategic decision-making. The authors outline the diverse markets for sport: participants, sponsors, spectators and fans. International case studies and 'sportviews' selected from a wide range of sports and media illustrate the unique features of sport marketing.Strategic Sport Marketing is a practical tool and theoretical guide to sport marketing internationally. The fourth edition of this widely used text is fully revised and updated. It includes new material on sports promotion, customer service and social media, as well as new case studies.'A sport marketing text at the undergraduate level needs to engage both student and teacher...I believe Strategic Sport Marketing does this rather well.' - Sport Management Review'...a comprehensive illustration of the integration of sport marketing theory with sport marketing practice.'
- Journal of Sport Management
Table of Contents
PrefaceAbout the authorsPART I INTRODUCTION1 An overview of sport marketingPART II IDENTIFICATION OF MARKETING OPPORTUNITIES2 The strategic sport-marketing planning process3 Understanding the sport consumer4 Market research: Segmentation, target markets and positioningPART III STRATEGY DETERMINATION6 Pricing strategies7 The place of the sport facility8 Customer satisfaction and service quality9 The sport promotion mix10 Advertising11 Sport and television12 Sport and new media13 How to attract and implement sponsorship14 Measuring the effectiveness of sponsorship15 Public relations16 Promotional licensingPART IV STRATEGY IMPLEMENTATION, EVALUATION AND ADJUSTMENT17 Coordinating and controlling marketing strategyBibliographyIndex
by "Nielsen BookData"