The Marketing of Sport explores the latest developments in sports marketing with cutting-edge analysis by the world's leading sport marketing academics. International case studies, up-to-the-minute data and a wide-ranging list of websites provide an essential introduction to the key aspects of sport marketing.
John Beechis Head of Sport and Tourism Applied Research at Coventry Business School, Coventry University Simon Chadwickis a Director of the Birkbeck Sport Business Centre, and Programme Director for the MSc Sport Management and the Business of Football, at Birkbeck, the University of London. plus an international team of contributors from the US, Eire, France, New Zealand, and Australia.
Preface Part One The distinctive nature of sport marketing 1. Introduction: the marketing of sport 2. Sport Marketing in for-profit and not-for-profit sport organisations 3. Alternative paradigms and sport marketing Part Two Meeting the needs and wants of the sport market 4. Understanding the sport marketing environment 5. Sport and consumer buying behaviour 6. Sport organisation buying behaviour 7. Segmentation, targeting and positioning in sport 8. Sport market research and marketing information systems 9. Managing sport products and services 10. Developing and extending sports brands Part Three Communicating with the sport market 11. The sport integrated marketing communications mix 12. Direct, database and online marketing in sport 13. Sponsorship, endorsements and naming rights 14. Sports public relations Part Four Getting sport products and services to the market 15. Pricing sports and sports pricing strategies 16. Distribution channels and sports logistics 17. Sports goods retailing Part Five Moving sport marketing forwards 18. Strategic sport marketing 19. Achieving competitive advantage and leading strategic change in sport organisations 20. International sport marketing and globalisation 21. Organisation, implementation, management and control of marketing in sport 22. Managing service quality and innovation in sport Part Six Assessing the future for sport marketing 23. The future of sport marketing 24. The marketing of sport: a practitioner perspective