The Marketing of Sport

Description

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.

Contents

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

Features
24 Chapters contributed by leading authorities from the UK, Ireland, the US, Greece, France, New Zealand, Australia

Chapters address important developments including sponsorship and endorsements, branding, fan behaviour, merchandising, ticketing and the globalisation of Sport.

Over 60 International case studies covering a range of subjects such as Manchester United, the Olympic Games and NBA basketball

Author

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.