Strategic Sport Marketing

Front Cover
Allen & Unwin, 2003 - Business & Economics - 340 pages
5 Reviews
Integrating consumer interest in sports with traditional marketing theory, this book presents a strategic sports marketing model intended to meet diverse markets of participants, sponsors, and spectators. Detailed examples including case studies and opinion writings from international sports and media illustrate the unique features of sports marketing. Sports management students and sports administrators will benefit from the discussions of sponsorship and the role of services theory.

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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

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Importance of marketing in sport... 9


An overview of sport marketing
Identification of marketing opportunities
The strategic sportmarketing planning process
Understanding the sport consumer
Market research segmentation target markets and positioning
Strategy determination
The sport product
Pricing strategies
Sport and television
Sport and the Internet
How to attract and implement sponsorship
Measuring the effectiveness of sponsorship
Public relations
Promotional licensing
Strategy implementation evaluation and adjustment

The place of the sport facility
Customer satisfaction and service quality
The sport promotion mix
Coordinating and controlling marketing strategy

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Common terms and phrases

Popular passages

Page 286 - a successful brand is an identifiable product, service, person or place, augmented in such a way that the buyer or user perceives relevant unique added values which match their needs most closely. Furthermore, its success results from being able to sustain these added values in the face of competition'.
Page 3 - Marketing is a social and managerial process by which individuals and groups obtain what they need and want...
Page 248 - A corporation shall not, in trade or commerce, in connection with the supply or possible supply of goods or services...
Page 248 - ... represents that the goods or services have sponsorship, approval, performance, characteristics, accessories, uses or benefits which such goods or services do not have...
Page 141 - 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 customers...
Page 224 - Sponsorship is 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 12 - 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.
Page 186 - ... of a number of factors, the most important of which are the social milieu within which the newly established institutions operate, and the extent of 'political socialisation' of the population involved through urbanisation, party propaganda and other institutional means.

References to this book

Sport & Tourism: A Reader
Mike Weed
No preview available - 2008
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About the author (2003)

\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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