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Introduction to Sport Marketing

By Aaron Smith

Routledge – 2009 – 326 pages

Series: Sport Management Series

Purchasing Options:

  • Add to CartPaperback: $52.95
    978-0-7506-8685-3
    May 28th 2008

Description

Introduction to Sports Marketing is the first book to take the beginner through the sometimes baffling world of sports marketing. Written in a very accessible manner specifically for anyone at the start of their careers, this book explains the basic principles and practices of strategic marketing in the sports industry.

Unlike current books available on the market, this is aimed at the beginner and equips them with the skills to:

  • apply marketing theory to the unique sports industry environment
  • conduct an internal and external analysis of a sport organization in order to identify market opportunities
  • apply basic skills in the identification of marketing opportunities, and the formulation of these opportunities into marketing objectives
  • use a marketing framework to develop a strategic sport marketing direction
  • use a marketing framework to develop a sport marketing strategy that addresses segmentation, targeting, differentiation and marketing mix variables
  • utilize control and quality tools to monitor progress and introduce changes to the marketing strategy and tactics.

Packed with cases, questions, exercises, illustrations and with supporting online materials, Introduction to Sports Marketing should be the first stop on any sports manager and marketers' reading list.

Contents

1. Sport Marketing Introduction 2. Sport Markets 3. Sport Consumers 4. Sport Marketing Opportunities 5. Sport Marketing Strategy 6. Sport Products 7. Sport Pricing 8. Sport Distribution 9. Sport Promotion 10. Sport Sponsorship 11. Sport Services 12. Sport Marketing and the New Media 13. Sport Marketing Implementation and Control

Author Bio

Aaron C.T. Smith is Professor and Deputy Pro-Vice Chancellor at Royal Melbourne Institute of Technology (RMIT) University. His research interests include psychological, organisational and policy change management in business, and sport and health. Selections of Aaron’s research and other books can be found at: http://www.aaronctsmith.com/

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Name: Introduction to Sport Marketing (Paperback)Routledge 
Description: By Aaron Smith. Introduction to Sports Marketing is the first book to take the beginner through the sometimes baffling world of sports marketing. Written in a very accessible manner specifically for anyone at the start of their careers, this book explains the basic...
Categories: Sports Marketing, Sports Business