Daniel C Funk – författare

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.

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.

Now in a fully revised and updated second edition, this textbook offers a complete introduction to consumer behaviour in sport and recreation. Combining theory and cutting-edge research with practical guidance and advice, it helps students and industry professionals become more effective practitioners.

Written by three of the world’s leading sports marketing academics, the book covers all the key topics in consumer behaviour, including:

• user experience and service design

• segmenting consumer markets, building profiles, and branding

• decision-making and psychological consequences

• consumer motivation, constraints, and personalities

• service quality and customer satisfaction

• sociocultural and technological advancements influencing consumption

This updated edition includes expanded coverage of key emerging topics such as technology (from streaming apps to wearables), e-sports and gamification, consumer research, brand architecture, consumer decision making, and fan attitudes. Including international examples throughout, it helps the reader to understand customer motivation and how that drives consumption and how design-relevant factors influence user experiences and can be used to develop more effective marketing solutions.

This book is an invaluable resource for anyone involved in the sport, recreation, and events industries, from students and academics to professional managers.

An accompanying eResource provides quizzes exclusively for instructors to assist student learning.