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Strategic Sport Marketing : Sport Management Series - David Shilbury

Strategic Sport Marketing

Sport Management Series

Paperback

Published: 29th January 2014
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RRP $65.00
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Published: 29th January 2014
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'. . . a very comprehensive overview of the key elements involved in the marketing of sport...an excellent and comprehensive illustration of the integration of sport marketing theory with sport marketing practice' - Ketra L. Armstrong, Ohio State University, in Journal of Sport Management
'I strongly recommend this book...[it] will be eagerly sought by academics, students, and practitioners interested in the strategic sport marketing arena' - Terry Woods, Southern Cross University, in Sport Marketing Quarterly
Strategic Sport Marketing is a systematic introduction to marketing issues for sport management students as well as practising sport administrators. Integrating the unique characteristics of sport with traditional marketing theory, it presents a framework of strategic decision-making.
Drawing on their extensive international experience, the authors explain the diverse markets for sport: participants, sponsors, spectators and lounge-room fans. Case studies and 'sportviews' selected from a wide range of 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.
The third edition of this widely used text is fully revised and updated. It includes a new chapter on the role of online and other digital technologies in sport marketing.

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The book is for university and it was really informative for me for my assessments and my knowledge.

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Strategic Sport Marketing

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'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

Preface

About the authors


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 Market research: Segmentation, target markets and positioning

PART III STRATEGY DETERMINATION

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

Bibliography

Index

ISBN: 9781743314777
ISBN-10: 1743314779
Series: Sport Management Series
Audience: Tertiary; University or College
Format: Paperback
Language: English
Number Of Pages: 404
Published: 29th January 2014
Publisher: Allen & Unwin
Country of Publication: AU
Dimensions (cm): 23.0 x 17.6  x 3.18
Weight (kg): 0.9
Edition Number: 4