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.

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