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Sport marketing

Version 2 2024-06-17, 06:48
Version 1 2014-10-28, 08:47
chapter
posted on 2024-06-17, 06:48 authored by R Garland, L Ferkins
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.

History

Chapter number

11

Pagination

212-234

ISBN-13

9780170128964

ISBN-10

0170128962

Edition

2nd

Language

eng

Publication classification

B1.1 Book chapter

Extent

20

Editor/Contributor(s)

Leberman S, Collins C, Trenberth L

Publisher

Thomson Dunmore Press

Place of publication

South Melbourne, Vic.

Title of book

Sport business management in Aotearoa/New Zealand