Previous ed.: 1998. Includes bibliographical references (p. 317-325) and index.
Contents:
An overview of sport marketing -- Identification of marketing opportunities -- The strategic sport-marketing planning process -- Understanding the sport consumer -- Market research: segmentation, target markets and positioning -- Strategy determination -- The sport product -- Pricing strategies -- The place of the sport facility -- Customer satisfaction and service quality -- The sport promotion mix -- Advertising -- Sport and television -- Sport and the Internet -- How to attract and implement sponsorship -- Measuring the effectiveness of sponsorship -- Public relations -- Promotional licensing -- Strategy implementation, evaluation and adjustment -- Coordinating and controlling marketing strategy.
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