Introduction to Sport Marketing: A Practical Approach

✍ Scribed by Aaron Smith

• Publisher: Butterworth-Heinemann
• Year: 2008
• Tongue: English
• Leaves: 341
• Series: Sport Management
• Category: Library

✦ Synopsis

Introduction to Sport Marketing is a highly accessible text that presents the key principles and tools of sport marketing. Written by an expert in sport management and marketing, it combines clear explanations with case studies, exercises, web-based activities and illustrations, highlighting the techniques applicable to the non-profit, professional, and government sectors of sport. In addition to addressing traditional sport marketing concepts, the text also offers a unique chapter on cutting edge ideas and technologies in new media sport marketing. Written for readers new to sport marketing or at the start of their careers, the text equips the reader with a strong knowledge basis. Introduction to Sport Marketing should be the first stop on any beginner sport management and marketing student's reading list. * apply marketing theory and frameworks to the unique sport industry environment * understand the best marketing approaches for non-profit, professional, and government sport * appreciate the characteristics and behaviours of sport consumers * conduct an internal and external analysis of a sport organization and specify a market positioning strategy * identify marketing opportunities and generate marketing objectives * cultivate a sport brand * acquire, manage and evaluate sport sponsorships * devise marketing activities specifically for sport services * capitalise on new media technologies for sport marketing

✦ Table of Contents

Front cover......Page 1
Introduction to sport marketing......Page 4
Copyright page......Page 5
Contents......Page 6
Series editor......Page 8
List of figures......Page 10
List of tables......Page 12
Preface......Page 14
CHAPTER 1. Sport marketing introduction......Page 16
What is sport marketing?......Page 17
Two angles of sport marketing......Page 19
Sport marketing as a philosophy, a process, principles and tools......Page 20
Structure of the text......Page 22
Review questions......Page 25
Reference......Page 26
The sport industry......Page 28
Review questions......Page 44
References......Page 45
CHAPTER 3. Sport consumers......Page 48
Kinds of sport consumers......Page 49
Sport consumer motives......Page 50
Becoming a sport fan......Page 51
Influences on sport consumer motives......Page 55
Understanding spectator behaviour......Page 56
Marketing implications......Page 58
External factors that influence sport consumption......Page 59
Review questions......Page 64
Reference......Page 65
CHAPTER 4. Sport marketing opportunities......Page 66
Stage 1: Identifying sport marketing opportunities......Page 67
Analyse the organisation......Page 81
Analyse market and consumers......Page 84
Sport market opportunities......Page 89
Principles summary......Page 92
Relevant websites......Page 93
Reference......Page 94
CHAPTER 5. Sport marketing strategy......Page 96
Develop a strategic marketing direction......Page 97
Review questions......Page 116
Further reading......Page 117
CHAPTER 6. Sport products......Page 118
Stage 3: Plan the marketing mix......Page 119
The sport product continuum......Page 122
Product augmentation......Page 124
New product development......Page 127
Product life cycle......Page 129
Sport branding......Page 130
Branding and licensing......Page 138
Tools summary......Page 140
References......Page 141
Introduction......Page 142
Strategic pricing process......Page 146
Tools summary......Page 163
Further reading......Page 164
Introduction......Page 166
Distribution channels......Page 167
Sport facility as 'place'......Page 173
Ticket distribution......Page 179
Principles summary......Page 181
Relevant websites......Page 182
Further reading......Page 183
CHAPTER 9. Sport promotion......Page 184
Promotion......Page 185
Principles summary......Page 202
Review questions......Page 203
Further reading......Page 204
CHAPTER 10. Sport sponsorship......Page 206
What is sport sponsorship?......Page 207
Sponsorship objectives......Page 211
Sponsorship targeting......Page 214
Sponsorship proposals......Page 216
Sport sponsorship rights......Page 219
Sponsorship leveraging......Page 220
Corporate social responsibility and cause-related sport marketing......Page 222
Sponsorship evaluation......Page 223
Ambush marketing......Page 234
Principles summary......Page 243
Relevant websites......Page 244
References......Page 245
CHAPTER 11. Sport services......Page 246
Sport services......Page 247
Services mix......Page 250
An approach to sport services marketing......Page 251
Service quality......Page 252
Building relationships with sport consumers......Page 257
Customer relationship management......Page 258
Customer satisfaction......Page 261
Customer satisfaction and sport marketing......Page 263
Principles summary......Page 267
Further reading......Page 269
References......Page 270
CHAPTER 12. Sport marketing and the new media......Page 272
Introducing the new media......Page 273
New media sport marketing: adapting the sport marketing philosophy......Page 275
The new media sport marketing process......Page 286
New media sport marketing tools......Page 288
Principles summary......Page 297
Review questions......Page 298
Relevant websites......Page 299
References......Page 300
CHAPTER 13. Sport marketing implementation and control......Page 302
Implementation strategies......Page 303
Control process......Page 309
Sport marketing ethics......Page 313
Conclusion......Page 314
Tools summary......Page 317
References......Page 318
C......Page 334
E......Page 335
I......Page 336
M......Page 337
P......Page 338
R......Page 339
S......Page 340
W......Page 341