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Sports Marketing An Australian Perspective Jessica Richards

By: Contributor(s): Material type: TextTextSeries: Open textbook libraryDistributor: Minneapolis, MN Open Textbook LibraryPublisher: [Place of publication not identified] Western Sydney University 2024Copyright date: ©2023Description: 1 online resourceContent type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
Subject(s): LOC classification:
  • HF5001
  • HF5415
Online resources:
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
Subject: 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 revenue. Companies in sports use marketing strategies to fulfil their goals, such as attracting more junior players, involving parents, increasing the company's public profile, entertaining spectators, acquiring sponsorships, and securing broadcasting rights deals. This book has been written for sports management students at Western Sydney University for the subject Sports Marketing (BUSM2048) where they will learn general marketing knowledge and theories relevant to the sports industry, such as sponsorship, endorsements, customer experience, pricing and operations. This activity is aligned with SDG4 – Quality Education.
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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

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 revenue. Companies in sports use marketing strategies to fulfil their goals, such as attracting more junior players, involving parents, increasing the company's public profile, entertaining spectators, acquiring sponsorships, and securing broadcasting rights deals. This book has been written for sports management students at Western Sydney University for the subject Sports Marketing (BUSM2048) where they will learn general marketing knowledge and theories relevant to the sports industry, such as sponsorship, endorsements, customer experience, pricing and operations. This activity is aligned with SDG4 – Quality Education.

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In English.

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