Strategic sport marketing:
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Crows Nest, NSW, Australia
Allen & Unwin
2009
|
| Ausgabe: | 3. ed., 1. publ. |
| Schriftenreihe: | Sport management series
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Previous ed.: 2003. - Includes index Bibliography |
| Beschreibung: | XVI, 367 S. graph. Darst. |
| ISBN: | 9781741756265 |
Internformat
MARC
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| 245 | 1 | 0 | |a Strategic sport marketing |c David Shilbury ... [et al.] |
| 250 | |a 3. ed., 1. publ. | ||
| 264 | 1 | |a Crows Nest, NSW, Australia |b Allen & Unwin |c 2009 | |
| 300 | |a XVI, 367 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 490 | 0 | |a Sport management series | |
| 500 | |a Previous ed.: 2003. - Includes index | ||
| 500 | |a Bibliography | ||
| 650 | 4 | |a Sports / Marketing | |
| 650 | 4 | |a Sports sponsorship | |
| 650 | 4 | |a Sports / Economic aspects | |
| 650 | 4 | |a Sports sponsorship | |
| 650 | 4 | |a Sports |x Economic aspects | |
| 650 | 4 | |a Sports |x Marketing | |
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| 689 | 0 | 1 | |a Strategisches Management |0 (DE-588)4124261-0 |D s |
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| 689 | 1 | 0 | |a Sportsponsoring |0 (DE-588)4207428-9 |D s |
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| 700 | 1 | |a Shilbury, David |e Sonstige |4 oth | |
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Datensatz im Suchindex
| _version_ | 1804139320077975552 |
|---|---|
| adam_text | Contents
Preface
xi
About the authors
xiv
Contributors
xvi
PART I INTRODUCTION
1
1
An overview of sport marketing
3
Headline story
4
Marketing defined
6
Defining the sport marketing mix
6
Unique characteristics of sport and sport marketing
8
Importance of marketing in sport management
11
Sport marketing defined
14
Overview of this book
16
PART II IDENTIFICATION OF MARKETING OPPORTUNITIES
1 7
2
The strategic sport-marketing planning process
19
Headline story
20
The strategic sport-marketing planning process
21
Step
1 :
Understanding the environment in which the sport competes
22
Step
2:
Understanding the internal capabilities of the organisation
27
Step
3:
Examining market research and utilising information systems
30
Step
4:
Determining the marketing mission and objectives
31
Sportview 2.1
Winning, losing and profits
34
Summary
36
Case study
37
3
Understanding the sport consumer
41
Headline story
42
Sport consumer behaviour
43
A model of sport consumer behaviour
44
The sport consumption decision-making process
46
Sportview 3.1
The Charleville Camel, Donkey and Yabbie Race Festival
54
Involvement in the decision-making process
58
vi STRATEGIC
SPORT MARKETING
Summary
60
Case
study
60
4
Marketing
research: Segmentation,
target
markets and positioning
62
Headline story
63
Marketing research and strategy
63
Developing marketing information systems
64
Data sources for a marketing information system
66
Marketing research in sporting organisations
67
The marketing mission
69
The marketing research process
70
Sportview 4.1
Marketing research at work: Twenty20 cricket
73
Segmenting the sport market
74
Sportview 4.2
Market segmentation: Extreme sports
76
Target market selection
79
Positioning
80
Summary
80
Case study
81
PART III STRATEGY DETERMINATION
83
5
The sport product
85
Headline story
86
The sport product
87
Sportview 5.1
Brand new
89
Sport as a service
90
Service quality
93
Positioning the sport product
95
Product development
97
Sport and television
101
Summary
101
Case study
102
6
Pricing strategies
106
Headline story
107
The strategic pricing process in sport
108
Step
1:
Determine pricing goal(s)
108
Step
2:
Determine market sensitivity to price
110
Sportview 6.1
AFL kicks a goal on marketing strategy
114
Step
3:
Estimate the cost-volume-profit relationship
116
Step
4:
Determine pricing strategies of major competitors
118
Step
5:
Determine constraints on pricing behaviour
118
Step
6:
Determine constraints of other marketing mix variables
118
Sportview 6.2
Hallmark sporting events can make money!
119
Step
7:
Determine time dependence
120
Step
8:
Determine final price
121
CONTENTS
vii
Summary
122
Case study
123
7
The place of the sport facility
125
Headline story
126
Facility planning
128
Sportview 7.1
The importance of the
servicescape
for sport consumers
129
Physical evidence
131
Process
133
People
134
Blueprinting the sport service delivery system
135
Marketing channels for sporting goods and services
136
Summary
138
Case study
138
8
Customer satisfaction and service quality by Linda van
Leeuwen
142
Headline story
143
Customer satisfaction and service quality are important
144
Definitions
145
Measuring customer satisfaction
147
Sportview 8.1
India cricket fans incensed
148
How satisfied should customers be?
148
Service quality
151
Sportview 8.2
No aces in this service
152
Expectations: A better understanding
156
Sportview 8.3
Let s pump it up!
157
Summary
158
Case study
159
9
The sport promotion mix
163
Headline story
164
The money-back guarantee
165
Promotion strategy defined
166
Sportview 9.1
XBox, football promotional alliance
166
A response model
168
Promotion and product demand
169
Sportview 9.2
Valvoline—you know what I mean!
169
Stages in promotion strategy development
170
Defining the promotion mix
171
Sportview 9.3
Lewis Hamilton: The sponsor s dream!
174
Selecting the promotion mix
177
Sales promotion, ticketing and participation
177
Programs and techniques to boost sales
181
Summary
182
Case study
183
viii STRATEGIC SPORT MARKETING
10
Advertising
185
Headline
story
186
The relationship between advertising and the product life cycle
187
Purpose of advertising
187
Sportview 10.1
Sport fields and advertising: Two examples
188
Sportview 10.2
Olympia
Motor Speedway
189
Advertising strategy
190
Advertising objectives
191
Advertising budget
192
Advertising sport services
193
Types of advertising
193
Creative strategy
194
Media strategy
195
Sportview 10.3
The case for the billboard
196
Measuring advertising effectiveness
198
Ambush marketing through advertising
199
Summary
200
Case study
201
11
Sport and television
204
Headline story
205
Television and sport marketing
206
Sport programming
207
Measuring the television audience
208
Advertising during sport programming
214
Sportview 11.1
Super prices for Super Bowl ads
214
Sportview 11.2
Calculating the worth of AFL television rights
218
Advertising effectiveness
220
Pay television
221
Digital television
223
Summary
224
Case study
225
Appendix
11.1:
Worldwide television rights
228
12
Sport and new media by Anthony Beaton and Kevin
Filo
229
Headline story
230
What s new about new media ?
231
Advancing technology
232
Interactivity
233
Control in new media
234
Sportview 12.1
AFL knocks down three strikes rumour
235
Marketing and new media
237
Sportview 12.2
Fan forums breaking down barriers between players
and fans—Curt Schilling and Red Sox Fans
240
Fantasy sports leagues and competitions
241
Local events and new media
242
CONTENTS ix
Summary
243
Case study
243
13
How to attract and implement sponsorship
245
Headline story
246
What is sponsorship?
246
Creating win-win situations
251
Sportview 13.1
An AFL event sponsorship opportunity
253
Sponsoring individual athletes and celebrity marketing
254
Sportview 13.2
One shining star in the galaxy
257
The integrated marketing approach
258
Current research trends in sport sponsorship
261
Summary
262
Case study
263
14
Measuring the effectiveness of sponsorship
267
Headline story
268
Sportview 14.1
Case study part
1 :
The sponsor
268
Measuring sponsorship effectiveness
269
Sportview 14.2
Case study part
2:
The sponsorship research firms
271
The sponsorship properties: Events and athletes
272
Sportview 14.3
Case study part
3:
The sponsorship consultants
273
The SPONSEFFECT model
274
Sportview 14.4
Sponsorship opportunity makes a cereal killing
274
Ambush marketing
276
Sportview 14.5
Ambush marketing at the Olympics
278
Location dependency of sponsorship
279
Summary
280
Casestudy
281
15
Public relations
282
Headline story
283
Defining public relations
283
Evaluating public attitudes
284
Sportview 15.1
Case study part
1 :
Identifying the key players
286
Linking policies and procedures to the public interest
289
Sportview 15.2
Case study part
2:
Identifying central publics
and target groups
290
Planning and executing a program of action
292
Reputation management
296
Advantages and disadvantages of public relations
297
Sportview 15.3
Crisis? What crisis?
298
Summary
300
Case study
300
STRATEGIC SPORT MARKETING
16
Promotional licensing
305
Headline
story
306
Trademark licensing
307
Sportview 16.1
The rugby union All Blacks/Wallabies/Springboks
video game
312
Sportview 16.2
Sport team logos are big business
313
Building the sporting organisation s licensing program
314
Sportview 16.3
Using the established brand to build others
317
Branding
318
Summary
323
Case study
324
PART IV STRATEGY IMPLEMENTATION, EVALUATION AND ADJUSTMENT
329
17
Coordinating and controlling marketing strategy
331
Headline story
332
Controlling the sport marketing function
332
Measures of success
334
Coordinating and implementing marketing strategy
338
Careers in sport marketing
339
Sport-marketing planning revisited
340
Bibliography
342
Index
357
|
| any_adam_object | 1 |
| building | Verbundindex |
| bvnumber | BV035639730 |
| classification_rvk | ZX 7090 |
| ctrlnum | (OCoLC)271926048 (DE-599)BVBBV035639730 |
| dewey-full | 796.0698 |
| dewey-hundreds | 700 - The arts |
| dewey-ones | 796 - Athletic and outdoor sports and games |
| dewey-raw | 796.0698 |
| dewey-search | 796.0698 |
| dewey-sort | 3796.0698 |
| dewey-tens | 790 - Recreational and performing arts |
| discipline | Sport |
| edition | 3. ed., 1. publ. |
| format | Book |
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| id | DE-604.BV035639730 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T21:42:12Z |
| institution | BVB |
| isbn | 9781741756265 |
| language | English |
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| publisher | Allen & Unwin |
| record_format | marc |
| series2 | Sport management series |
| spelling | Strategic sport marketing David Shilbury ... [et al.] 3. ed., 1. publ. Crows Nest, NSW, Australia Allen & Unwin 2009 XVI, 367 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Sport management series Previous ed.: 2003. - Includes index Bibliography Sports / Marketing Sports sponsorship Sports / Economic aspects Sports Economic aspects Sports Marketing Strategisches Management (DE-588)4124261-0 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Sport (DE-588)4056366-2 gnd rswk-swf Sportsponsoring (DE-588)4207428-9 gnd rswk-swf Marketing (DE-588)4037589-4 s Strategisches Management (DE-588)4124261-0 s Sport (DE-588)4056366-2 s DE-604 Sportsponsoring (DE-588)4207428-9 s Shilbury, David Sonstige oth Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017694553&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Strategic sport marketing Sports / Marketing Sports sponsorship Sports / Economic aspects Sports Economic aspects Sports Marketing Strategisches Management (DE-588)4124261-0 gnd Marketing (DE-588)4037589-4 gnd Sport (DE-588)4056366-2 gnd Sportsponsoring (DE-588)4207428-9 gnd |
| subject_GND | (DE-588)4124261-0 (DE-588)4037589-4 (DE-588)4056366-2 (DE-588)4207428-9 |
| title | Strategic sport marketing |
| title_auth | Strategic sport marketing |
| title_exact_search | Strategic sport marketing |
| title_full | Strategic sport marketing David Shilbury ... [et al.] |
| title_fullStr | Strategic sport marketing David Shilbury ... [et al.] |
| title_full_unstemmed | Strategic sport marketing David Shilbury ... [et al.] |
| title_short | Strategic sport marketing |
| title_sort | strategic sport marketing |
| topic | Sports / Marketing Sports sponsorship Sports / Economic aspects Sports Economic aspects Sports Marketing Strategisches Management (DE-588)4124261-0 gnd Marketing (DE-588)4037589-4 gnd Sport (DE-588)4056366-2 gnd Sportsponsoring (DE-588)4207428-9 gnd |
| topic_facet | Sports / Marketing Sports sponsorship Sports / Economic aspects Sports Economic aspects Sports Marketing Strategisches Management Marketing Sport Sportsponsoring |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017694553&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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