Strategic Sport Marketing

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Strategic Sport Marketing

ISBN : 9781741756265
Publisher : Allen & Unwin
Author(s) :
Publication Date :
Edition : 3 Rev ed
Overview This is a systematic introduction to marketing issues for sport management students as well as practising sport administrators. Integrating the unique characteristics of sport with traditional marketing theory, it presents a framework of strategic decision-making. Drawing on their extensive international experience, the authors explain the diverse markets for sport: participants, sponsors, spectators and lounge-room fans. Case studies and 'sportviews' selected from a wide range of sports and media illustrate the unique features of sport marketing.

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