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Strategic Sport Marketing

Strategic Sport Marketing

          
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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.

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About the Book

Strategic Sport Marketing is a comprehensive text for sport management students as well as practicing sport administrators. Integrating the unique product characteristics of sport with traditional marketing theory, it presents a strategic sport marketing model which recognises the diverse markets for sport participants, sponsors, spectators at the event and lounge-room fans. Case studies and ???sportviews??? selected from international sports and media illustrate the unique features of sport marketing. With detailed examples and step-by-step processes, Strategic Sport Marketing is a practical tool and theoretical guide to sport marketing internationally.The second edition of this widely used text is fully revised and updated. It includes two new chapters ???Customer satisfaction and service quality??? by Linda van Leeuwen and ???Sport and the Internet??? by Daniel Evans. There is also an increased focus on sponsorship and the role of services theory in the delivery of sport.

About Author:

S David Shilbury is Head of the Bowater School of Management and Marketing and Professor of Sport Management at Deakin University, and editor of Sport Management Review. Shayne Quick is Director for Project Development at the Faculty of Business, University of Technology, Sydney and Coordinator of the Sport Management Program. He is also the President of the Sport Management Association of Australia and New Zealand. Hans Westerbeek is Senior Lecturer in Sport 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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Product Details
  • ISBN-13: 9781865089188
  • Publisher: Allen & Unwin Academic
  • Binding: Paperback
  • Height: 227.5 mm
  • No of Pages: 352
  • Spine Width: 24.75 mm
  • Width: 173.5 mm
  • ISBN-10: 1865089184
  • Publisher Date: 01 Apr 2004
  • Edition: 0002-Rev
  • Language: English
  • Series Title: English
  • Weight: 762.72 gr


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