Strategic Sport Marketing - Softcover

Shilbury, David; Quick, Shayne; Westerbeek, Hans

3.89

9 ratings by Goodreads

9781865089188: Strategic Sport Marketing

Softcover

ISBN 10: 1865089184 ISBN 13: 9781865089188

Publisher: Allen & Unwin, 2004

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Integrating consumer interest in sports with traditional marketing theory, this book presents a strategic sports marketing model intended to meet diverse markets of participants, sponsors, and spectators. Detailed examples including case studies and opinion writings from international sports and media illustrate the unique features of sports marketing. Sports management students and sports administrators will benefit from the discussions of sponsorship and the role of services theory.

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About the Author:

David Shilbury is head of the Bowater School of Management and Marketing and a professor of sports management at Deakin University. He is an editor of Sport Management Review. Shayne Quick is a director of project development at the faculty of business and a coordinator of the sports management program at University of Technology. He is the president of the Sport Management Association of Australia and New Zealand. Hans Westerbeek is a senior lecturer in sports management at the Bowater School at Deakin University and vice president of the Sport Management Association of Australia and New Zealand.

Review:

"An excellent illustration of the integration of sport marketing theory with sport marketing practice." - Journal of Sport Management "I strongly recommend this book..." - Terry Woods Sport Marketing Quarterly"

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