Introduction to Sport Marketing is a highly accessible text that presents the key principles and tools of sport marketing. Written by an expert in sport management and marketing, it combines clear explanations with case studies, exercises, web-based activities and illustrations, highlighting the techniques applicable to the non-profit, professional, and government sectors of sport. In addition to addressing traditional sport marketing concepts, the text also offers a unique chapter on cutting edge ideas and technologies in new media sport marketing.
Written for readers new to sport marketing or at the start of their careers, the text equips the reader with a strong knowledge basis.
Introduction to Sport Marketing should be the first stop on any beginner sport management and
marketing student's reading list.
* apply marketing theory and frameworks to the unique sport industry environment
* understand the best marketing approaches for non-profit, professional, and government sport
* appreciate the characteristics and behaviours of sport consumers
* conduct an internal and external analysis of a sport organization and specify a market positioning strategy
* identify marketing opportunities and generate marketing objectives
* cultivate a sport brand
* acquire, manage and evaluate sport sponsorships
* devise marketing activities specifically for sport services
* capitalise on new media technologies for sport marketing
Introduction to Sports Marketing is the first book to take the beginner through the sometimes baffling world of sports marketing. Written in a very accessible manner specifically for anyone at the start of their careers, this book explains the basic principles and practices of strategic marketing in the sports industry. Unlike current books available on the market, this is aimed at the beginner and equips them with the skills to: apply marketing theory to the unique sports industry environment conduct an internal and external analysis of a sport organization in order to identify market opportunities apply basic skills in the identification of marketing opportunities, and the formulation of these opportunities into marketing objectives use a marketing framework to develop a strategic sport marketing direction use a marketing framework to develop a sport marketing strategy that addresses segmentation, targeting, differentiation and marketing mix variables utilize control and quality tools to monitor progress and introduce changes to the marketing strategy and tactics. Packed with cases, questions, exercises, illustrations and with supporting online materials, Introduction to Sports Marketing should be the first stop on any sports manager and marketers' reading list.
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Buchbeschreibung Amsterdam[u.a.] : Elsevier, 2008. Buchzustand: Akzeptabel. Buch ist durch Druckstellen am Cover etwas verlagert (wellig), kleine Lagerspuren am Buch, Inhalt einwandfrei und ungelesen 237562 Sprache: Englisch Gewicht in Gramm: 830. Artikel-Nr. 349866