Strategic sport marketing

Shilbury, David, Quick, Shayne and Westerbeek, Hans 2003, Strategic sport marketing, 2nd ed., Allen & Unwin, Crows Nest, N.S.W..


Title Strategic sport marketing
Author(s) Shilbury, David
Quick, Shayne
Westerbeek, Hans
Publication date 2003
Total pages xii., 340 p.
Publisher Allen & Unwin
Place of Publication Crows Nest, N.S.W.
Keyword(s) Sports -- Marketing
Sports sponsorship
Sports -- Economic aspects
Electronic books. local
Summary "Strategic Sport Marketing is a comprehensive text for sport management students as well as practising sport administrators. Integrating the unique product characteristics of sport with traditional marketing theory, it presents a strategic sport marketing model that recognises the diverse markets for sport: participants, sponsors, spectators at the event and lounge-room fans." "Case studies and sportviews selected from international 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 second edition of this widely used text is fully revised and updated. It includes two new chapters: 'Customer satisfaction and service quality' by Linda van Leeuwen and 'Sport and the Internet' by Daniel Evans. There is also an increased focus on sponsorship and the role of services theory in the delivery of sport."
Notes Contents: 1. An overview of sport marketing -- 2. The strategic sport-marketing planning process -- 3. Understanding the sport consumer -- 4. Market research: segmentation, target markets and positioning -- 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 the Internet -- 13. How to attract and implement sponsorship -- 14. Measuring the effectiveness of sponsorship -- 15. Public relations -- 16. Promotional licensing -- 17. Coordinating and controlling marketing strategy.
ISBN 1865089184
9781865089188
Edition 2nd
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category A3 Revision/new edition
Copyright notice ©2003, Allen & Unwin
Persistent URL http://hdl.handle.net/10536/DRO/DU:30010208

Document type: Book
Collection: School of Management and Marketing
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