Strategic Sport Marketing (Hardcover, 4 ed)

PrefaceAbout the authorsPART I INTRODUCTION1 An overview of sport marketingPART II IDENTIFICATION OF MARKETING OPPORTUNITIES2 The strategic sport-marketing planning process3 Understanding the sport consumer4 Market research: Segmentation, target markets and positioningPART III STRATEGY DETERMINATION6 Pricing strategies7 The place of the sport facility8 Customer satisfaction and service quality9 The sport promotion mix10 Advertising11 Sport and television12 Sport and new media13 How to attract and implement sponsorship14 Measuring the effectiveness of sponsorship15 Public relations16 Promotional licensingPART IV STRATEGY IMPLEMENTATION, EVALUATION AND ADJUSTMENT17 Coordinating and controlling marketing strategyBibliographyIndex