Strategic Sport Marketing

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.

PrefaceAbout the authorsPART I INTRODUCTION1 An overview of sport marketingPART II IDENTIFICATION OF MARKETING OPPORTUNITIES2 The strategic sport-marketing planning process3 Understanding the sport consumer4 Market research: Segmentation, target markets and positioningPART III STRATEGY DETERMINATION6 Pricing strategies7 The place of the sport facility8 Customer satisfaction and service quality9 The sport promotion mix10 Advertising11 Sport and television12 Sport and new media13 How to attract and implement sponsorship14 Measuring the effectiveness of sponsorship15 Public relations16 Promotional licensingPART IV STRATEGY IMPLEMENTATION, EVALUATION AND ADJUSTMENT17 Coordinating and controlling marketing strategyBibliographyIndex