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5th Edition
by Adam Karg (Author), David Shilbury (Author), Hans Westerbeek (Author), Daniel C. Funk (Author), Michael L. Naraine (Author)
The fifth edition of Strategic Sport Marketing
integrates sport marketing frameworks, theory and practical cases to
show students and practitioners how to develop and execute successful
sport marketing strategies.
The book explains
contemporary sport markets, consumer behaviour, marketing strategies and
best practices in sport marketing in a clear, comprehensive and
engaging way. Built on a foundation of strategic decision-making, it
offers a truly diverse set of case studies, ‘sportviews’ and examples
from national and international sports and events, including Australian
Rules (AFL) football, European soccer, Russian hockey, Grand Slam tennis
and the National Basketball Association (NBA). This new edition is
revised to align with contemporary sport marketing applications,
conceptualising sport as part of the experience economy and integrating
technology and digitalisation themes into the book, reflecting the
increasing focus on data and digital communications and media delivery
of sport. It encourages critical and practical thinking and
problem-solving on the part of the reader to help them improve their
real-world professional practice.
This book is an
essential course text for students of sport marketing and management, as
well as being a useful resource for all practitioners engaged in the
marketing, promotion or communication of sport organisations or brands.
Additional
teaching and learning materials are available to accompany this book,
including slides, class outlines and reflective questions and answers
for each chapter.
