Introduction to Sport Marketing - Smith, Aaron C T; Stewart, Bob
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Aimed at students with little or no prior knowledge of marketing, this is an engaging introduction to key concepts and best practice in sport marketing. It outlines a step-by-step framework for effective sport marketing, from conducting market analysis and developing a strategy, to planning and implementation. Now in a fully revised and updated new edition, the book has expanded coverage of new media and social marketing, services and relationship marketing, and issues such as social responsibility and sustainability. Including more international cases and examples, every chapter offers useful…mehr

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Produktbeschreibung
Aimed at students with little or no prior knowledge of marketing, this is an engaging introduction to key concepts and best practice in sport marketing. It outlines a step-by-step framework for effective sport marketing, from conducting market analysis and developing a strategy, to planning and implementation. Now in a fully revised and updated new edition, the book has expanded coverage of new media and social marketing, services and relationship marketing, and issues such as social responsibility and sustainability. Including more international cases and examples, every chapter offers useful features to help the reader to engage with fundamental principles and applied practice.
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Autorenporträt
Aaron C.T. Smith is a Professor in the Graduate School of Business and Law at Royal Melbourne Institute of Technology (RMIT) University, Australia. Aaron has research interests in the management of psychological, organizational and policy change in business, sport, health, religion and society, and has authored fifteen books and consulted to more than 100 clients concerning these issues. Aaron's qualifications include two doctorates, the first in management and the second in cognitive science. Bob Stewart is director of the sport management and policy research program at Victoria University, Australia. Bob is one of Australia's most experienced sport studies scholars, and has taught a range of sport management subjects at both undergraduate and postgraduate level, including sport finance, sport policy, sport strategy, sport organisation performance, sport economics and sport and globalisation. Bob has also written widely on the commercial evolution of sport, and his theories of hyper-commercialisation and post-modernisation in sport are used as templates for the analysis of the sport-business nexus.