Second Edition.
A fully updated new edition of this comprehensive introduction to sport marketing for both tertiary courses and practising sports administrators.
This is a comprehensive text for sport management students as well as practicing sport administrators. Integrating the unique product characteristics of sport with traditional marketing theory, it presents a strategic sport marketing model which recognises the diverse markets for sport: participants, sponsors, spectators at the event and lounge-room fans.
Case studies and "sportviews" selected from international sports and media illustrate the unique features of sport marketing. With detailed examples and step-by-step processes, the book is a practical tool and theoretical guide to sport marketing internationally.
The second edition of this widely used text is fully revised and updated. It includes two new chapters: 'Customer Satisfaction and Service Quality' by Linda van Leeuwen and 'Sport and the Internet' by Daniel Evans. There is also an increased focus on sponsorship and the role of services theory in the delivery of sport.
