Sport now has to compete for the consumer dollar with a vast array of leisure activities online as well as offline. Successful sport marketing is the result of carefully structured planning, creativity and perseverance.
Integrating the unique characteristics of sport with traditional marketing theory, Strategic Sport Marketing presents a framework of strategic decision-making. The authors outline the diverse markets for sport: participants, sponsors, spectators and fans. International case studies and 'sportviews' selected from a wide range of sports and media illustrate the unique features of sport marketing.
Strategic Sport Marketing is a practical tool and theoretical guide to sport marketing internationally. The fourth edition of this widely used text is fully revised and updated. It includes new material on sports promotion, customer service and social media, as well as new case studies.
'A sport marketing text at the undergraduate level needs to engage both student and teacher. . . I believe Strategic Sport Marketing does this rather well.' - Sport Management Review
'. . . a comprehensive illustration of the integration of sport marketing theory with sport marketing practice.' - Journal of Sport Management
Table of Contents
About the authors
PART I INTRODUCTION
1 An overview of sport marketing
PART II IDENTIFICATION OF MARKETING OPPORTUNITIES
2 The strategic sport-marketing planning process
3 Understanding the sport consumer
4 Market research: Segmentation, target markets and positioning
PART III STRATEGY DETERMINATION
6 Pricing strategies
7 The place of the sport facility
8 Customer satisfaction and service quality
9 The sport promotion mix
11 Sport and television
12 Sport and new media
13 How to attract and implement sponsorship
14 Measuring the effectiveness of sponsorship
15 Public relations
16 Promotional licensing
PART IV STRATEGY IMPLEMENTATION, EVALUATION AND ADJUSTMENT
17 Coordinating and controlling marketing strategy
David Shilbury is the Foundation Professor of Sport Management at Deakin University and is the senior associate editor of the Journal of Sport Management and a former editor of Sport Management Review.
Hans Westerbeek is Dean of the College of Sport and Exercise Science at Victoria University and author of more than ten books on sport business.
Shayne Quick is an Adjunct Professor at the Democritus University of Thrace, Greece, and former President of the Sport Management Association of Australia and New Zealand.
Daniel C. Funk is Professor and Washburn Senior Research Fellow in the School of Tourism and Hospitality Management, Temple University, USA.
Adam Karg is a Lecturer in Sport Management with the School of Management & Marketing at Deakin University.