Sport marketing

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

Access Statistics:	355 Abstract Views, 1 File Downloads - Detailed Statistics
Created:	Mon, 16 Nov 2009, 14:37:11 EST

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