Description
Pearson The Marketing of Sport 2007 Edition by John Beech, Simon Chadwick
A comprehensive, cutting edge analysis of sport marketing, written by an international team of leading academics. Table of contents :- PrefacePart One The distinctive nature of sport marketing1. Introduction: the marketing of sport2. Sport Marketing in for-profit and not-for-profit sport organisations3. Alternative paradigms and sport marketingPart Two Meeting the needs and wants of the sport market4. Understanding the sport marketing environment5. Sport and consumer buying behaviour6. Sport organisation buying behaviour7. Segmentation, targeting and positioning in sport8. Sport market research and marketing information systems9. Managing sport products and services10. Developing and extending sports brandsPart Three Communicating with the sport market11. The sport integrated marketing communications mix12. Direct, database and online marketing in sport13. Sponsorship, endorsements and naming rights14. Sports public relationsPart Four Getting sport products and services to the market15. Pricing sports and sports pricing strategies16. Distribution channels and sports logistics17. Sports goods retailingPart Five Moving sport marketing forwards18. Strategic sport marketing19. Achieving competitive advantage and leading strategic change in sport organisations20. International sport marketing and globalisation21. Organisation, implementation, management and control of marketing in sport22. Managing service quality and innovation in sport Part Six Assessing the future for sport marketing23. The future of sport marketing24. The marketing of sport: a practitioner perspective