Introduction to Sport Marketing

Aaron C.T. Smith is a Professor in the Graduate School of Business and Law at Royal Melbourne Institute of Technology (RMIT) University, Australia. Aaron has research interests in the management of psychological, organizational and policy change in business, sport, health, religion and society, and has authored fifteen books and consulted to more than 100 clients concerning these issues. Aaron’s qualifications include two doctorates, the first in management and the second in cognitive science. Bob Stewart is director of the sport management and policy research program at Victoria University, Australia. Bob is one of Australia’s most experienced sport studies scholars, and has taught a range of sport management subjects at both undergraduate and postgraduate level, including sport finance, sport policy, sport strategy, sport organisation performance, sport economics and sport and globalisation. Bob has also written widely on the commercial evolution of sport, and his theories of hyper-commercialisation and post-modernisation in sport are used as templates for the analysis of the sport–business nexus.

1. Sport marketing introduction 2. Sport markets 3. Sport consumers 4. Sport marketing opportunities 5. Sport marketing strategy 6. Sport products and branding 7. Sport pricing 8. Sport distribution 9. Sport promotion 10. Sport sponsorship 11. Sport services 12. Sport digital marketing and social media 13. Sport marketing implementation and control