Additional Information
Book Details
Abstract
The Marketing of Sport explores the latest developments in sports marketing with cutting-edge analysis by the world’s leading sport marketing academics. International case studies, up-to-the-minute data and a wide-ranging list of websites provide an essential introduction to the key aspects of sport marketing.
Table of Contents
| Section Title | Page | Action | Price |
|---|---|---|---|
| Cover | Cover | ||
| The Marketing of Sport | i | ||
| Brief contents | v | ||
| Contents | vii | ||
| Figures | xvii | ||
| Tables | xix | ||
| Case studies | xxi | ||
| About the authors | xxiii | ||
| Preface | xxvii | ||
| Acknowledgements | xxix | ||
| Abbreviations | xxxi | ||
| General sport marketing websites | xxxiv | ||
| Part One The distinctive nature of sport marketing | 1 | ||
| Introduction: the marketing of sport | 3 | ||
| Overview of chapter | 3 | ||
| Introduction | 4 | ||
| What is sport marketing? | 4 | ||
| Why do sport organisations need marketing? | 7 | ||
| What is so distinctive about sport marketing? | 8 | ||
| What is the down side to sport marketing? | 13 | ||
| Overview of the book | 13 | ||
| Conclusions | 20 | ||
| Discussion questions | 20 | ||
| Guided reading | 21 | ||
| Keywords | 21 | ||
| Bibliography | 21 | ||
| Recommended websites | 22 | ||
| Marketing in for-profit and not-for-profit sport organisations | 23 | ||
| Overview of chapter | 23 | ||
| Introduction | 24 | ||
| The for-profit sport organisation | 25 | ||
| The not-for-profit sport organisation | 26 | ||
| Marketing the for-profit and not-for-profit sporting organisations: is there a difference? | 31 | ||
| Marketing in for-profit and not-for-profit sport organisations | 33 | ||
| Product | 38 | ||
| Conclusions | 42 | ||
| Discussion questions | 42 | ||
| Guided reading | 43 | ||
| Keywords | 43 | ||
| Bibliography | 43 | ||
| Recommended websites | 44 | ||
| Alternative paradigms and sport marketing | 45 | ||
| Overview of chapter | 45 | ||
| Introduction | 46 | ||
| Traditional, relationship and network perspectives of marketing | 46 | ||
| A summary of the main features of relationship and network perspectives on marketing | 47 | ||
| Relationship marketing | 48 | ||
| Network perspectives on marketing | 50 | ||
| Relationship studies of sport marketing | 51 | ||
| Analysing sports relationships: the bond between fans and football brands | 51 | ||
| Understanding dynamic brand relationships | 53 | ||
| Marketing strategies for networks in sports | 54 | ||
| Conclusions | 56 | ||
| Discussion questions | 56 | ||
| Guided reading | 56 | ||
| Keywords | 57 | ||
| Bibliography | 57 | ||
| Recommended websites | 58 | ||
| Part Two Meeting the needs and wantsof the sport market | 59 | ||
| Understanding the sport marketing environment | 61 | ||
| Overview of chapter | 61 | ||
| Environmental analysis | 62 | ||
| The external environment | 62 | ||
| Techniques for gathering information about the sport marketing environment | 76 | ||
| Locating sources of information needed to understand the sport marketing environment | 79 | ||
| Conclusions | 80 | ||
| Discussion questions | 80 | ||
| Guided reading | 81 | ||
| Keywords | 81 | ||
| Bibliography | 81 | ||
| Recommended websites | 82 | ||
| Sport and consumer buying behaviour | 83 | ||
| Overview of chapter | 83 | ||
| Introduction | 83 | ||
| Sport consumers | 84 | ||
| Consumer behaviour models | 89 | ||
| Internal and external factors affecting sport decision-making | 90 | ||
| Motivational factors behind sport consumer behaviour | 91 | ||
| Tomorrow’s sport consumer | 97 | ||
| Conclusions | 98 | ||
| Discussion questions | 98 | ||
| Guided reading | 99 | ||
| Keywords | 99 | ||
| Bibliography | 99 | ||
| Recommended website | 101 | ||
| Sport organisation buying behaviour | 102 | ||
| Overview of chapter | 102 | ||
| The sport market | 103 | ||
| Business-to-business marketing and markets | 105 | ||
| Sport organisations as consumers | 106 | ||
| Purchasing decision-making | 108 | ||
| Customer retention | 113 | ||
| Relationship marketing | 115 | ||
| Conclusions | 120 | ||
| Discussion questions | 120 | ||
| Guided reading | 121 | ||
| Keywords | 121 | ||
| Bibliography | 121 | ||
| Recommended websites | 122 | ||
| Segmentation, targeting and positioning in sport | 123 | ||
| Overview of chapter | 123 | ||
| Introduction | 124 | ||
| Advantages of segmentation and positioning | 125 | ||
| Stages of the segmentation process | 127 | ||
| Obstacles to successful segmentation | 138 | ||
| Conclusions | 140 | ||
| Discussion questions | 141 | ||
| Guided reading | 141 | ||
| Keywords | 142 | ||
| Bibliography | 142 | ||
| Recommended websites | 142 | ||
| Sport market research and marketing information systems | 143 | ||
| Overview of chapter | 143 | ||
| Introduction | 144 | ||
| Marketing information systems | 145 | ||
| The sport marketing research process | 146 | ||
| Approaches to market research | 147 | ||
| Additional sources of data for sport market researchers | 152 | ||
| Conclusions | 155 | ||
| Discussion questions | 156 | ||
| Guided reading | 156 | ||
| Keywords | 156 | ||
| Bibliography | 157 | ||
| Recommended website | 157 | ||
| Managing sport products and services | 158 | ||
| Overview of chapter | 158 | ||
| Introduction | 159 | ||
| Sport marketing defined: the consumer perspective | 159 | ||
| Characteristics of the services product | 162 | ||
| Services marketing mix | 167 | ||
| Physical evidence | 171 | ||
| Managing the interactions between customers and employees | 172 | ||
| Measuring service quality | 173 | ||
| Product management | 175 | ||
| Implications of the product life cycle model | 178 | ||
| The new product development process | 180 | ||
| Conclusions | 183 | ||
| Discussion questions | 184 | ||
| Guided reading | 184 | ||
| Keywords | 184 | ||
| Bibliography | 185 | ||
| Recommended websites | 185 | ||
| Developing and extending sports brands | 186 | ||
| Overview of chapter | 186 | ||
| Introduction | 187 | ||
| Definitions | 187 | ||
| Brand development | 188 | ||
| Extending sports brands | 194 | ||
| Conclusions | 205 | ||
| Discussion questions | 206 | ||
| Guided reading | 206 | ||
| Keywords | 207 | ||
| Bibliography | 207 | ||
| Recommended websites | 209 | ||
| Part Three Communicating withthe sport market | 211 | ||
| The sport integrated marketing communications mix | 213 | ||
| Overview of chapter | 213 | ||
| Introduction | 214 | ||
| Sport as a consumer product | 214 | ||
| Marketing communications: an overview | 215 | ||
| The sport marketing communications process | 216 | ||
| Components of the sport integrated marketing communications mix | 222 | ||
| Conclusions | 234 | ||
| Discussion questions | 235 | ||
| Guided reading | 236 | ||
| Keywords | 236 | ||
| Bibliography | 236 | ||
| Recommended websites | 237 | ||
| Direct, database and online marketing in sport | 239 | ||
| Overview of chapter | 239 | ||
| Introduction | 240 | ||
| Direct marketing | 241 | ||
| Database marketing | 244 | ||
| Web and email list database creation | 246 | ||
| Database privacy policies | 250 | ||
| Online marketing | 252 | ||
| Applications of the internet for sport | 256 | ||
| Conclusions | 263 | ||
| Discussion questions | 264 | ||
| Guided reading | 264 | ||
| Keywords | 265 | ||
| Bibliography | 265 | ||
| Recommended websites | 266 | ||
| Sponsorship, endorsements and naming rights | 267 | ||
| Overview of chapter | 267 | ||
| Introduction | 268 | ||
| History | 269 | ||
| Definitions | 269 | ||
| The sponsorship market | 270 | ||
| The objectives of sponsorship | 272 | ||
| The limitations of traditional sponsorship | 278 | ||
| Conclusions | 288 | ||
| Discussion questions | 288 | ||
| Guided reading | 289 | ||
| Keyword | 289 | ||
| Bibliography | 290 | ||
| Recommended websites | 291 | ||
| Sports public relations | 292 | ||
| Overview of chapter | 292 | ||
| Introduction | 293 | ||
| The scope of public relations | 294 | ||
| What is public relations? | 294 | ||
| Professional sports public relations | 302 | ||
| More about publics and stakeholders | 304 | ||
| The sports public relations planning process | 306 | ||
| Some advantages and disadvantages of public relations | 310 | ||
| Conclusions | 314 | ||
| Discussion questions | 315 | ||
| Guided reading | 315 | ||
| Keywords | 316 | ||
| Bibliography | 316 | ||
| Recommended website | 317 | ||
| Part Four Getting sport products and servicesto the market | 319 | ||
| Pricing sports and sports pricing strategies | 321 | ||
| Overview of chapter | 321 | ||
| Introduction | 322 | ||
| What is price? | 323 | ||
| Determining price | 326 | ||
| Methods for setting prices | 331 | ||
| Conclusions | 339 | ||
| Discussion questions | 339 | ||
| Guided reading | 339 | ||
| Keywords | 340 | ||
| Bibliography | 340 | ||
| Recommended websites | 341 | ||
| Distribution channels and sports logistics | 342 | ||
| Overview of chapter | 342 | ||
| Introduction | 343 | ||
| Distribution channels | 343 | ||
| The logistics mix and channel management | 350 | ||
| Issues in channel management | 356 | ||
| Conclusions | 361 | ||
| Discussion questions | 362 | ||
| Guided reading | 362 | ||
| Keywords | 363 | ||
| Bibliography | 363 | ||
| Recommended websites | 363 | ||
| Sports goods retailing | 365 | ||
| Overview of chapter | 365 | ||
| Introduction | 366 | ||
| What do we buy? | 367 | ||
| Who do we buy from? | 370 | ||
| Issues in sports retailing | 379 | ||
| Conclusions | 392 | ||
| Discussion question | 392 | ||
| Guided reading | 393 | ||
| Keywords | 393 | ||
| Bibliography | 393 | ||
| Recommended websites | 394 | ||
| Part Five Moving sport marketing forwards | 397 | ||
| Strategic sport marketing | 399 | ||
| Overview of chapter | 399 | ||
| Introduction | 399 | ||
| A model for developing a sport marketing strategy | 400 | ||
| Product strategies | 407 | ||
| Marketing communication strategies | 411 | ||
| Conclusions | 419 | ||
| Discussion questions | 419 | ||
| Guided reading | 420 | ||
| Keywords | 420 | ||
| Bibliography | 420 | ||
| Recommended websites | 421 | ||
| Achieving competitive advantage and leading strategic change in sport organisations | 422 | ||
| Overview of chapter | 422 | ||
| Introduction | 423 | ||
| Sport marketing and strategy | 423 | ||
| Marketing planning | 427 | ||
| Strategies to gain competitive advantage | 429 | ||
| Sources of competitive advantage | 429 | ||
| Organisational change | 431 | ||
| Impact on sport organisations | 434 | ||
| Conclusions | 441 | ||
| Discussion questions | 442 | ||
| Guided reading | 442 | ||
| Keywords | 442 | ||
| Bibliography | 443 | ||
| Recommended websites | 445 | ||
| International sport marketing and globalisation | 446 | ||
| Overview of chapter | 446 | ||
| Introduction | 447 | ||
| Drivers of globalisation in sport | 447 | ||
| Global stakeholders | 448 | ||
| Global marketing strategy in sports | 451 | ||
| International marketing mix | 456 | ||
| Mode of international operation | 458 | ||
| Conclusions | 461 | ||
| Discussion questions | 462 | ||
| Guided reading | 462 | ||
| Keywords | 462 | ||
| Bibliography | 462 | ||
| Recommended websites | 464 | ||
| Organisation, implementation, management and control of marketing in sport | 465 | ||
| Overview of chapter | 465 | ||
| Introduction | 466 | ||
| Benefits of a sport marketing plan | 466 | ||
| Components of a marketing plan | 467 | ||
| Implementation in sport marketing | 470 | ||
| Control in sport marketing | 474 | ||
| Conclusions | 483 | ||
| Discussion questions | 483 | ||
| Guided reading | 483 | ||
| Keywords | 483 | ||
| Bibliography | 484 | ||
| Recommended websites | 484 | ||
| Managing service quality and innovation in sport | 485 | ||
| Overview of chapter | 485 | ||
| Introduction | 486 | ||
| Sport services and quality management | 486 | ||
| Conclusions | 498 | ||
| Discussion questions | 498 | ||
| Guided reading | 498 | ||
| Keywords | 498 | ||
| Bibliography | 499 | ||
| Recommended websites | 500 | ||
| Part Six Assessing the futurefor sport marketing | 501 | ||
| The future of sport marketing | 503 | ||
| Overview of chapter | 503 | ||
| Introduction | 504 | ||
| Predicting the future | 504 | ||
| Sources of information | 506 | ||
| The future of sport | 507 | ||
| The distinctive nature of sport marketing | 509 | ||
| Conclusions | 515 | ||
| Discussion questions | 516 | ||
| Guided reading | 516 | ||
| Keywords | 517 | ||
| Bibliography | 517 | ||
| Recommended websites | 518 | ||
| The marketing of sport: a practitioner perspective | 519 | ||
| Challenges and trends | 519 | ||
| Sport is valuable for society | 520 | ||
| Sport is changing in line with social trends | 521 | ||
| Marketing a more active lifestyle | 521 | ||
| Start with research | 522 | ||
| Product development in sport | 523 | ||
| Segmentation in private health and fitness | 524 | ||
| Sport in the community | 524 | ||
| Bringing sport and business together in the community | 525 | ||
| Conclusions | 526 | ||
| Recommended websites | 526 | ||
| Glossary | 527 | ||
| Index | 539 |