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Strategic Sport Marketing

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Table of Contents

PrefaceAbout the authors1. An overview of sport marketing2. The strategic sport-marketing planning process3. Understanding the sport consumer4. Market research: segmentation, target markets and positioning5. The sport product6. Pricing strategies7. The place of the sport facility8. Customer satisfaction and service quality9. The sport promotion mix10. Advertising11. Sport and television12. Sport and the Internet13. How to attract and implement sponsorship14. Measuring the effectiveness of sponsorship15. Public relations16. Promotional Licensing17. Coordinating and controlling marketing strategyCreditsIndex

About the Author

David Shilbury is Head of the Bowater School of Management and Marketing and Professor of Sport Management at Deakin University, and editor of Sport Management Review. Shayne Quick is Director for Project Development at the Faculty of Business, University of Technology, Sydney and Coordinator of the Sport Management Program. He is also the President of the Sport Management Association of Australia and New Zealand. Hans Westerbeek is Senior Lecturer in Sport Management at the Bowater School at Deakin University and Vice President of the Sport Management Association of Australia and New Zealand.


"An excellent illustration of the integration of sport marketing theory with sport marketing practice." - Journal of Sport Management "I strongly recommend this book..." - Terry Woods Sport Marketing Quarterly"

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