Full Description
This is a highly accessible text that provides detailed coverage of the key concepts, ideas, principles and techniques of sport marketing. It combines clear and concise explanations with applied case studies, supported by clear objectives, learning activities and points for reflection. UK-based examples are used throughout and the book successfully combines both theory and practice.
The field of sport marketing is an exciting and fast-moving part of the sports industry that presents new challenges requiring innovative and effective solutions. Engagement with sport marketing therefore equips students with valuable transferable skills necessary for all sport managers of the future.
Contents
Introduction to sport marketing
Research for sport marketing
Sport consumers
Sport marketing planning
Sport products
Sport pricing
Integrated sport marketing communication
Sport sponsorship
Sport public relations
Sport media
Place in sport
Sport marketing implementation and control
Writing a sport marketing plan
