Strategic Sport Marketing
The fifth edition of Strategic Sport Marketing integrates sport marketing frameworks, theory and practical cases to show students and practitioners how to develop and execute successful sport marketing strategies.
The book explains contemporary sport markets, consumer behaviour, marketing strategies and best practices in sport marketing in a clear, comprehensive and engaging way. Built on a foundation of strategic decision-making, it offers a truly diverse set of case studies, ‘sportviews’ and examples from national and international sports and events, including Australian Rules (AFL) football, European soccer, Russian hockey, Grand Slam tennis and the National Basketball Association (NBA). This new edition is revised to align with contemporary sport marketing applications, conceptualising sport as part of the experience economy and integrating technology and digitalisation themes into the book, reflecting the increasing focus on data and digital communications and media delivery of sport. It encourages critical and practical thinking and problem-solving on the part of the reader to help them improve their real-world professional practice.
This book is an essential course text for students of sport marketing and management, as well as being a useful resource for all practitioners engaged in the marketing, promotion or communication of sport organisations or brands.
Additional teaching and learning materials are available to accompany this book, including slides, class outlines and reflective questions and answers for each chapter.
Part I: Introduction
1 Introduction to Sport Marketing
Part II: Identification of Sport Marketing Opportunities
2 The Strategic Sport-Marketing Planning Process
3 Sport Consumers
4 Sport Market Research and Strategy
Part III: Strategy Determination
5 Sport Brands and Products
6 Sport and Pricing Strategies
7 The Sport Place
8 Sport and Media Distribution
9 Sport Promotion
10 Sport Services: Service Quality and Satisfaction
11 Sport Sponsorship
Part IV: Measuring and Managing Sport Marketing Strategy
12 Implementation, Ethics and Future Trends in Sport Marketing