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Strategic Sport Marketing 2nd/ed
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ISBN
:
9781865089188
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Publisher
:
Allen And Unwin Special Priced Titles
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Subject
:
Business & Management
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Binding
:
Paperback
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Pages
:
352
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Year
:
2004
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495.0
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376.0
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Description
Strategic Sport Marketing is a comprehensive text for sport management students as well as practicing sport administrators. Integrating the unique product characteristics of sport with traditional marketing theory, it presents a strategic sport marketing model which recognises the diverse markets for sport participants, sponsors, spectators at the event and lounge-room fans. Case studies and ‘sportviews’ selected from international sports and media illustrate the unique features of sport marketing. With detailed examples and step-by-step processes, Strategic Sport Marketing is a practical tool and theoretical guide to sport marketing internationally.The second edition of this widely used text is fully revised and updated. It includes two new chapters ‘Customer satisfaction and service quality’ by Linda van Leeuwen and ‘Sport and the Internet’ by Daniel Evans. There is also an increased focus on sponsorship and the role of services theory in the delivery of sport.About Author:S 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.
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