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List of contents
Preface
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
10 Advertising
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
Bibliography
Index
About the author
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.
Summary
A fully revised edition of this widely used introduction to sport marketing by leading educators. With international examples it remains the most comprehensive and well-informed reference for students and sport marketing professionals.
