Garland, Ron and Ferkins, Lesley 2006, Sport marketing. In Leberman, Sarah, Collins, Chris and Trenberth, Linda (ed), Sport business management in Aotearoa/New Zealand, Thomson Dunmore Press, South Melbourne, Vic., pp.212-234.
OBJECTIVES By the end of this chapter, readers will be able to: • appreciate that sport marketing follows basic marketing principles but with a change of emphasis to suit particular sporting contexts; • recount how marketing's role can be applied to sport and sport organisations with special emphasis on marketing's '4 Ps'; • evaluate the application of marketing strategies and tactics to chosen sport codes; • identify different groups of sport fans; • understand the role marketing planning and marketing management play in staging a sport event.
Field of Research
130299 Curriculum and Pedagogy not elsewhere classified
Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact firstname.lastname@example.org.