Introduction to Sport Marketing
Seiten
2008
Butterworth-Heinemann Ltd (Verlag)
978-0-7506-8685-3 (ISBN)
Butterworth-Heinemann Ltd (Verlag)
978-0-7506-8685-3 (ISBN)
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Presents the key principles and tools of sport marketing. This title combines explanations with case studies, exercises, web-based activities and illustrations, highlighting the techniques applicable to the non-profit, professional, and government sectors of sport. It offers a chapter on the ideas and technologies in new media sport marketing.
Introduction to Sports Marketing is the first book to take the beginner through the sometimes baffling world of sports marketing. Written in a very accessible manner specifically for anyone at the start of their careers, this book explains the basic principles and practices of strategic marketing in the sports industry.
Unlike current books available on the market, this is aimed at the beginner and equips them with the skills to:
apply marketing theory to the unique sports industry environment
conduct an internal and external analysis of a sport organization in order to identify market opportunities
apply basic skills in the identification of marketing opportunities, and the formulation of these opportunities into marketing objectives
use a marketing framework to develop a strategic sport marketing direction
use a marketing framework to develop a sport marketing strategy that addresses segmentation, targeting, differentiation and marketing mix variables
utilize control and quality tools to monitor progress and introduce changes to the marketing strategy and tactics.
Packed with cases, questions, exercises, illustrations and with supporting online materials, Introduction to Sports Marketing should be the first stop on any sports manager and marketers' reading list.
Introduction to Sports Marketing is the first book to take the beginner through the sometimes baffling world of sports marketing. Written in a very accessible manner specifically for anyone at the start of their careers, this book explains the basic principles and practices of strategic marketing in the sports industry.
Unlike current books available on the market, this is aimed at the beginner and equips them with the skills to:
apply marketing theory to the unique sports industry environment
conduct an internal and external analysis of a sport organization in order to identify market opportunities
apply basic skills in the identification of marketing opportunities, and the formulation of these opportunities into marketing objectives
use a marketing framework to develop a strategic sport marketing direction
use a marketing framework to develop a sport marketing strategy that addresses segmentation, targeting, differentiation and marketing mix variables
utilize control and quality tools to monitor progress and introduce changes to the marketing strategy and tactics.
Packed with cases, questions, exercises, illustrations and with supporting online materials, Introduction to Sports Marketing should be the first stop on any sports manager and marketers' reading list.
Aaron C.T. Smith is Professor and Deputy Pro-Vice Chancellor at Royal Melbourne Institute of Technology (RMIT) University. His research interests include psychological, organisational and policy change management in business, and sport and health. Selections of Aaron’s research and other books can be found at: http://www.aaronctsmith.com/
1. Sport Marketing Introduction 2. Sport Markets 3. Sport Consumers 4. Sport Marketing Opportunities 5. Sport Marketing Strategy 6. Sport Products 7. Sport Pricing 8. Sport Distribution 9. Sport Promotion 10. Sport Sponsorship 11. Sport Services 12. Sport Marketing and the New Media 13. Sport Marketing Implementation and Control
| Erscheint lt. Verlag | 28.5.2008 |
|---|---|
| Reihe/Serie | Sport Management |
| Verlagsort | Oxford |
| Sprache | englisch |
| Maße | 189 x 246 mm |
| Gewicht | 820 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management |
| ISBN-10 | 0-7506-8685-5 / 0750686855 |
| ISBN-13 | 978-0-7506-8685-3 / 9780750686853 |
| Zustand | Neuware |
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