Sports Marketing An Australian Perspective
Sports marketing refers to promoting goods and services through sporting events and the endorsement of athletes and sports teams. For any sports organisation, it is imperative to have an effective sports marketing strategy in place to build brand awareness, enhance customer loyalty and generate reve...
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| Main Author: | |
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| Format: | Electronic eBook |
| Language: | English |
| Published: |
[Place of publication not identified]
Western Sydney University
2024.
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| Series: | Open textbook library.
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| Subjects: | |
| Online Access: | Access online version |
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Table of Contents:
- Introduction
- Acknowledgment of Country
- From inception to publication: A heartfelt thank you to the team
- Meet The Author
- The unique nature of sport marketing
- Understanding the sport consumer
- Selling an experience: marketing intangible objects
- The marketing plan
- Market segmentation and target marketing in sport
- Market research in the sport industry
- Sports marketing in an omnichannel world
- Managing a sports brand
- Promotion and customer service
- Corporate sponsorship and memberships
- Community and stakeholders
- Introducing the "Sports Marketing Mix"
- Appendix