Since the sport consumer may now be either participant or spectator, either at the game or on TV, standard marketing theory does not necessarily apply. This comprehensive text places the unique problems and issues of sport marketing within a firm model of a strategic sport marketing process. Included with the authors' analysis of the process are: Australian and international case studies; "sportsviews" to illustrate chapter key points; and draft marketing plans and sponsorship proposals.
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"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"
--This text refers to an out of print or unavailable edition of this title.
About the Author
David Shilbury is head of the Bowater School of Management and Marketing and a professor of sports management at Deakin University. He is an editor of Sport Management Review. Shayne Quick is a director of project development at the faculty of business and a coordinator of the sports management program at University of Technology. He is the president of the Sport Management Association of Australia and New Zealand. Hans Westerbeek is a senior lecturer in sports management at the Bowater School at Deakin University and vice president of the Sport Management Association of Australia and New Zealand.
--This text refers to an out of print or unavailable edition of this title.
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Most Helpful Customer Reviews
3.0 out of 5 stars
Non Fiction,
By Blue Tyson "- Research Finished" (Legion clubhouse) - See all my reviews
This review is from: Strategic Sport Marketing (Paperback)
Designed to be a textbook, in general, this book gives a comprehensive overview of the problems associated with sports marketing, with particular focus on the Australian market.
It discusses the natural life cycle of sports and how it is not realistic for administrators to expect continuing expansion all the time.
0 of 1 people found the following review helpful:
4.0 out of 5 stars
GOOD INTRODUCTION AND DISCUSSION,
By
This review is from: Strategic Sport Marketing (Paperback)
IT DISCUSSES THE STRATEGIC SPORT MARKETING IN A VERY GOOD WAY
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Key Phrases - Statistically Improbable Phrases (SIPs):
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sponsorship support activities, sport distribution system, frequency escalator, sponsorship framework, sport marketer, many sporting organisations, promotional licensing, promotion strategy development, media contact persons, sponsorship objectives, sponsorship effectiveness, sport organisations, buyer readiness, ambush marketing, sport product, core marketing strategy, promotion mix, sport consumption, proactive public relations, virtual advertising, sport consumer, racial vilification, sport managers, marketing mix variables, marketing mission Key Phrases - Capitalized Phrases (CAPs): (learn more)
Olympic Games, New Zealand, Australian Open, Australian Football League, The Masters, Telstra Dome, World Series Cricket, Manchester United, Michael Jordan, Tai Chi, Tiger Woods, New South Wales, Formula One, Tennis Australia, World Wide Web, Anna Kournikova, Davis Cup, Fuji Xerox, Hockey South America, Los Angeles, United States, Australian Cricket Board, Australian Tennis Open, Commonwealth Games, National Basketball Association New!
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Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
sponsorship support activities, sport distribution system, frequency escalator, sponsorship framework, sport marketer, many sporting organisations, promotional licensing, promotion strategy development, media contact persons, sponsorship objectives, sponsorship effectiveness, sport organisations, buyer readiness, ambush marketing, sport product, core marketing strategy, promotion mix, sport consumption, proactive public relations, virtual advertising, sport consumer, racial vilification, sport managers, marketing mix variables, marketing mission Key Phrases - Capitalized Phrases (CAPs): (learn more)
Olympic Games, New Zealand, Australian Open, Australian Football League, The Masters, Telstra Dome, World Series Cricket, Manchester United, Michael Jordan, Tai Chi, Tiger Woods, New South Wales, Formula One, Tennis Australia, World Wide Web, Anna Kournikova, Davis Cup, Fuji Xerox, Hockey South America, Los Angeles, United States, Australian Cricket Board, Australian Tennis Open, Commonwealth Games, National Basketball Association New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Citations (learn more)
6
books
cite this book:
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- Managing Sport Facilities and Major Events by Hans Westerbeek on page 173, Back Matter (1), and Back Matter (2)
- Sport Business in the Global Marketplace (Finance and Capital Markets) by Hans Westerbeek on page 151, and page 195
- Critical Readings: Sport, Culture and the Media (Issues in Cultural and Media Studies) by David Rowe on page 206
- The Commercialisation of Sport (Sport in the Global Society) by Trevor Slack on page 284
- in Back Matter
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