Introduction to Sport Marketing, Smith A., 2008

Introduction to Sport Marketing, Smith A., 2008.

Many millions of people around the globe are employed in sport organisations in areas as diverse as event management, broadcasting, venue management, marketing, professional sport and coaching, as well as in allied industries such as sporting equipment manufacturing, sporting footwear and apparel, and retail. At the elite level, sport has moved from being an amateur pastime to a significant industry. The growth and professionalisation of sport has driven changes in the consumption and production of sport and in the management of sporting organisations at all levels of sport. Managing sport organisations at the start of the 21st century involves the application of techniques and strategies evident in the majority of modern business, government and non-profit organisations.




What is sport marketing?
The term ‘marketing’ tends to be used in a variety of ways. Some think of marketing as the use of advertising, publicity and personal selling techniques to make others aware of a product, or to attract more consumers to buy it. However, marketing is much more comprehensive than this narrow interpretation. Put simply, marketing means to be focused on satisfying the needs of customers or consumers. In turn, this means that sport marketing is focused on meeting the needs of sport customers or consumers, including people involved in playing sport, watching or listening to sport programmes, buying merchandise, collecting memorabilia, buying sporting goods like clothing and shoes, or even surfing a sport-related website to find out the latest about their favourite team, player or event. The terms ‘consumer’ and ‘customer’ are used throughout this text. A sport consumer is someone who generally uses sport products or services. A sport customer is someone who pays for the use of a specific product or service. It is legitimate to use the terms interchangeably to refer to those people who use and pay for sport products and services.

Contents.
Series Editor.
List of figures.
List of tables.
Preface.
CHAPTER 1.Sport marketing introduction.
CHAPTER 2.Sport markets.
CHAPTER 3.Sport consumers.
CHAPTER 4.Sport marketing opportunities.
CHAPTER 5.Sport marketing strategy.
CHAPTER 6.Sport products.
CHAPTER 7.Sport pricing.
CHAPTER 8.Sport distribution.
CHAPTER 9.Sport promotion.
CHAPTER 10.Sport sponsorship.
CHAPTER 11.Sport services.
CHAPTER 12.Sport marketing and the new media.
CHAPTER 13.Sport marketing implementation and control.
Index.



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