Strategic sport marketing
著者
書誌事項
Strategic sport marketing
（Sport management series / series editor: David Shilbury）
Routledge, 2020
4th ed
- : pbk
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注記
First published: Allen & Unwin, 1998
Includes bibliographical references (p. 357-375) and index
内容説明・目次
内容説明
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
目次
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
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