Strategic Sport Marketing
Edition 2 ed
Publication Date 1 Jan 2003
Overview'. a very comprehensive overview of the key elements involved in the marketing of sport . an excellent and comprehensive illustration of the integration of sport marketing theory with sport marketing practice.'Ketra L. Armstrong, Ohio State University, in Journal of Sport Management'I strongly recommend this book . [it] will be eagerly sought by academics, students, and practitioners interested in the strategic sport marketing arena.'Terry Woods, Southern Cross University, in Sport Marketing QuarterlyStrategic 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.
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