Sport marketing

Garland, Ron and Ferkins, Lesley 2006, Sport marketing, in Sport business management in Aotearoa/New Zealand, Thomson Dunmore Press, South Melbourne, Vic., pp.212-234.

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Title Sport marketing
Author(s) Garland, Ron
Ferkins, Lesley
Title of book Sport business management in Aotearoa/New Zealand
Editor(s) Leberman, Sarah
Collins, Chris
Trenberth, Linda
Publication date 2006
Chapter number 11
Total chapters 20
Start page 212
End page 234
Total pages 23
Publisher Thomson Dunmore Press
Place of Publication South Melbourne, Vic.
Keyword(s) barriers to conversion
brand
conversion chain
intangibility
management mix
marketing information system
market plan
market research
performance measures
public relations
sponsorship
the '4Ps' - product, price, promotion, place
Summary 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.
ISBN 0170128962
9780170128964
Edition 2nd
Language eng
Field of Research 130299 Curriculum and Pedagogy not elsewhere classified
HERDC Research category B1.1 Book chapter
Persistent URL http://hdl.handle.net/10536/DRO/DU:30021045

Document type: Book Chapter
Collection: School of Management and Marketing
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