Publisher's Synopsis
Strategic Sport Marketing is a comprehensive and original text for sport management students and lecturers, as well as practising 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.
Along with that model, Strategic Sport Marketing uses case studies and 'sportviews', selected from an international array of sport and media, to illustrate the unique features of sport marketing principles and practice.Incorporating the themes of service provision and marketing strategy, it explores:
-the sport consumer
-sport market research
-promotional strategies
-sponsorship
-public relations and publicity
-sport facilities
-market research
-pricing strategies
-sport, advertising and television
-public relations and publicity
-the role of the sport marketer
With generous examples and step-by-step processes, Strategic Sport Marketing is a practical tool and theoretical guide to sport marketing internationally.
DR DAVID SHILBURY is Associate Professor and Coordinator in Sport Management at the Bowater School of Management and Marketing at Deakin University. SHAYNE QUICK is a lecturer in Sport Management at the University of Technology, Sydney. HANS WESTERBEEK is a lecturer in Sport Management at the Bowater School at Deakin University.
