Strategic Sport Marketing

Front Cover
Allen & Unwin, 1998 - Sports - 320 pages
2 Reviews
A comprehensive international text on sport marketing for both tertiary courses and practising sports administrators
 

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User Review  - bluetyson - LibraryThing

Designed to be a textbook, in general, this book gives a comprehensive overview of the problems associated with sports marketing, with particular focus on the Australian market. It discusses the ... Read full review

Contents

An overview of sport marketing
1
The strategic sportmarketing planning process
17
Understanding the sport consumer
41
Market research strategies and information systems
61
The sport product
85
Pricing strategies
109
The sport promotion mix
129
Advertising
149
Sport and television
169
Sponsorship
195
Public relations
217
Promotional licensing
237
The place of the facility
261
Coordinating and controlling marketing strategy
283
Credits
309
Copyright

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Common terms and phrases

Popular passages

Page 93 - Reliability: Ability to perform the promised service dependably and accurately Responsiveness: Willingness to help customers and provide prompt service Assurance: Knowledge and courtesy of employees and their ability to inspire trust and confidence Empathy: Caring, individualized attention the firm provides its...
Page 4 - Marketing is a social and managerial process by which individuals and groups obtain what they need and want...
Page 197 - ... a business relationship between a provider of funds, resources or services and an individual, event or organisation which offers in return some rights and association that may be used for commercial advantage.
Page 309 - Group, from Competitive Advantage: Creating and Sustaining Superior Performance by Michael E. Porter. Copyright 1985, 1998 by Michael E. Porter. All rights reserved.
Page 94 - Dimensions of service quality Tangibles Reliability Responsiveness Competence Courtesy Credibility Security Access Communication Understanding the customer Aft.
Page 13 - The analysis, planning, implementation, and control of programs designed to create, build, and maintain beneficial exchanges and relationships with target markets for the purpose of achieving organisational objectives.

References to this book

Sport & Tourism: A Reader
Mike Weed
No preview available - 2008
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About the author (1998)

Dr David Shilbury, lead author of the text, is senior lecturer and program coordinator in sports management at the Bowater Management School at Deakin University. He is also founding president of the Sports Management Association of Australian and New Zealand, and a great networker. Shayne Quick is lecturer in sports marketing at UTS. Hans Westerbeek is a lecturer in sports management and marketing at Deakin University.

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