Strategic Sport Marketing / Edition 2

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"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.
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Editorial Reviews

From the Publisher
"A very comprehensive overview of the key elements involved in the marketing of sport . . . an excellent and comprehensive illustration of the integration of sport marketing theory with sport marketing practice."  —Journal of Sport Management

"I strongly recommend this book . . . [it] will be eagerly sought by academics, students, and practitioners interested in the strategic sport marketing arena."  —Sport Marketing Quarterly

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Product Details

  • ISBN-13: 9781865089188
  • Publisher: Allen & Unwin Pty., Limited
  • Publication date: 3/28/2004
  • Edition description: Second edition
  • Edition number: 2
  • Pages: 352
  • Product dimensions: 7.00 (w) x 9.00 (h) x 0.99 (d)

Meet the Author

David Shilbury is head of the Bowater School of Management and Marketing and a professor of sports management at Deakin University. He is an editor of Sport Management Review. Shayne Quick is a director of project development at the faculty of business and a coordinator of the sports management program at University of Technology. He is the president of the Sport Management Association of Australia and New Zealand. Hans Westerbeek is a senior lecturer in sports management at the Bowater School at Deakin University and vice president of the Sport Management Association of Australia and New Zealand.

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Table of Contents

About the authors
1 An overview of sport marketing 1
Pt. I Identification of Marketing Opportunities
2 The strategic sport-marketing planning process 17
3 Understanding the sport consumer 37
4 Market research: segmentation, target markets and positioning 55
Pt. II Strategy Determination
5 The sport product 77
6 Pricing strategies 97
7 The place of the sport facility 115
8 Customer satisfaction and service quality 131
9 The sport promotion mix 148
10 Advertising 167
11 Sport and television 184
12 Sport and the Internet 207
13 How to attract and implement sponsorship 222
14 Measuring the effectiveness of sponsorship 240
15 Public relations 253
16 Promotional Licensing 273
Pt. III Strategy Implementation, Evaluation and Adjustment
17 Coordinating and controlling marketing strategy 297
Bibliography 317
Index 326
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