The Marketing of Sport

24 Chapters contributed by leading authorities from the UK, Ireland, the US, Greece, France, New Zealand, Australia http://www.dropshippers.co.za/

Chapters address important developments including sponsorship and endorsements, branding, fan behaviour, merchandising, ticketing and the globalisation of Sport. http://www.dropshippers.co.za/

Over 60 International case studies covering a range of subjects such as Manchester United, the Olympic Games and NBA basketball http://www.dropshippers.co.za/

About the Author

John Beechis Head of Sport and Tourism Applied Research at Coventry Business School, Coventry University http://www.dropshippers.co.za/

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. http://www.dropshippers.co.za/

…plus an international team of contributors from the US, Eire, France, New Zealand, and Australia. http://www.dropshippers.co.za/

Table of Contents

• Preface
• Part One The distinctive nature of sport marketing
• Introduction: the marketing of sport
• Sport Marketing in for-profit and not-for-profit sport organisations
• Alternative paradigms and sport marketing
• Part Two Meeting the needs and wants of the sport market
• Understanding the sport marketing environment
• Sport and consumer buying behaviour
• Sport organisation buying behaviour
• Segmentation, targeting and positioning in sport
• Sport market research and marketing information systems
• Managing sport products and services
• Developing and extending sports brands
• Part Three Communicating with the sport market
• The sport integrated marketing communications mix
• Direct, database and online marketing in sport
• Sponsorship, endorsements and naming rights
• Sports public relations
• Part Four Getting sport products and services to the market
• Pricing sports and sports pricing strategies
• Distribution channels and sports logistics
• Sports goods retailing
• Part Five Moving sport marketing forwards
• Strategic sport marketing
• Achieving competitive advantage and leading strategic change in sport organisations
• International sport marketing and globalisation
• Organisation, implementation, management and control of marketing in sport
• Managing service quality and innovation in sport
• Part Six Assessing the future for sport marketing
• The future of sport marketing
• The marketing of sport: a practitioner perspective
http://www.dropshippers.co.za/