Strategic Sport Marketing

Integrating the product characteristics of sport with traditional marketing theory, this guide presents a strategic sport marketing model that recognises the diverse markets for sport: participants, sponsors, spectators at the event, and armchair fans. It is useful for sport management students, as well practising sport administrators.

(Ingram)

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"An excellent illustration of the integration of sport marketing theory with sport marketing practice." - Journal of Sport Management "I strongly recommend this book..." - Terry Woods Sport Marketing Quarterly"

(Bookdata)

David Shilbury is Head of Bowater School of Management and Professor of Sport Management at Deakin University in Australia. He is also editor of Sport Management Review. Shayne Quick is an academic and President of the Sport association of Australia & NZ. Hans Westerbeek is a senior lecturer in sport management.

(Bookdata)

An overview of sport marketing; Headline story; Marketing defined; Defining the marketing mix; Unique characteristics of sport and sport marketing; Importance of marketing in sport management; Sport marketing defined; Overview of this book. Identification of marketing opportunities: The strategic sport-marketing planning process; Headline story; The strategic sport-marketing planning process; Step 1 - Understanding the environment in which the sport competes; Step 2 - Understanding the internal capabilities of the organisation; Step 3 - Examining market research and utilising information systems; Step 4 - Determining the marketing mission and objectives; Summary; Case study. Understanding the sport consumer: Headline story; A model of consumer behaviour; The sport consumption decision-making process; Step 1 - Problem recognition; Step 2 - Information search; Step 3 - Information source; Step 4 - Evaluation of alternatives; Step 5 - Purchase; Step 6 - Post purchase outcomes/evaluations; Marketing research in sporting organisations; The marketing mission.

(Whitaker)