The study seeks to measure the impact of sports sponsorship on the purchase decision. In strategic sports marketing, shilbury, quick and westerbeek 2 point out that sports marketing is a social management process in which sports industry managers create and exchange product value with other different organizations to meet their own needs. The sport marketing associations inaugural book of papers, authorbrenda g. Student saver team solution manual and test bank solution manual and test bank. Furthermore, westerbeek and shilbury 1999 argued for a repositioning of the marketing mix in light of the importance of the stadium to facilitydependent sports organisations. Request pdf on nov 20, 2014, lauren dickler and others published strategic sport marketing, 4th edition, d. A survey conducted among 172 potential buyers of sports apparel revealed that national brand sports garments e.
The contention that marketing and promotional strategy decisions are largely determined by the capabilities and features of the sport facility is used to argue that place becomes the most important element of the marketing mix when marketing facility dependent sport. This paper argues the case for increasing the focus on the place element of the marketing mix when marketing sport. Prescribed booklist semester two 2014 undergraduate marketing programmes core modules c electives e. This course is open to second or thirdyear students who have completed marketing busi 1004. Case studies and sportviews selected from international sports and media illustrate the unique features of sport marketing. Strategic marketing 9th edition by cravens, david w. Strategic sport marketing sport management series paperback june 1, 2014 by david shilbury author, hans westerbeek illustrator 5. He is the president of the sport management association of. It does not replace current branch with the content of the merged branch. By in sports, we are often referring to the management and marketing of a sports team or other sporting entity, whereas shilbury et al. See all 5 formats and editions hide other formats and editions. Integrating the unique characteristics of sport with traditional marketing theory, strategic sport marketing presents a framework of strategic decisionmaking. Budgeting and financing sport events developing sport marketing and sponsorship strategies. Sports marketing a strategie perspective 5th edition.
Detailed examples including case studies and opinion writings from international sports and media illustrate the unique features of sports marketing. Strategic marketing management contents marketing management teaches you how to grow your firm through marketing leadership. Increasing the focus on place in the marketing mix for. Therefore, the resulting commit may be quite different from. How do you combine media rights with journalism in. Developing a strategic al deangelis sport marketing plan. Dr david shilbury, lead author of the text, is senior lecturer and program coordinator in sports management at the bowater management school at deakin university. The fourth edition of this widely used text is fully revised and updated. Integrating the unique product characteristics of sport with. Organized around a framework of the strategic marketing process that can be applied to the sports industry, it provides an appreciation for the growing popularity of womens sports and the globalization of sport. It includes a new chapter on the role of online and other digital technologies in sport marketing. In normal circumstances, the marketing planning process must reflect the overall. Strategic sport marketing electronic resource david. It is recognised that the community itself will need to change in order to adopt this plan and those from other projects.
The course will introduce you to the key marketing concepts branding, sales, market intelligence and instruments pricing, promoting, distributing and developing new products. Footlocker and that consumers gave more favourable evaluations of a sport apparel offered in a sports shop over a similar product available in a department store. Pitts published 2004 political science part i building brand. Sports marketing a strategie perspective 5th edition matthew. Adam karg a fully revised edition of this widely used introduction to sport marketing by leading educators. Submissions are encouraged from a range of areas that inform theoretical advances for the management, marketing and. Sport governance research is growing in volume and routinely highlights the tension between volunteers and paid professionals in relation to shared leadership, board motivations, and board structures and performance. Shayne quick is a director of project development at the faculty of business and a coordinator of the sports management program at university of technology. Sport management journals, which investigated new media technologies facilitating interactivity and cocreation that allow for the development and sharing of usergenerated content among and between brands and individuals i. This type of management may help discover other marketing opportunities.
The face of sport has changed radically over the last 30 years. Below well discuss what the competitive box is and how strategic thinkers must be able to generate innovative ideas outside of it. Following are some of the various economic reasons. Strategic sport marketing david shilbury, shayne quick.
Strategic marketing paperback douglas west, john ford. It prefers theirs changes, but only in case of conflict. Strong and strategic marketing plans may be built from this style of management. Sport sponsorship was very weak in turkish sport area before 2004. We have found that strategic tracking of consumer awareness, perceptions, and behavior delivers essential marketing intelligence. Participation in sport can contribute positively to a range of physical, mental and social health dimensions 4, 5. Sydney 2014 integrating the unique characteristics of sport with traditional marketing theory, strategic sport marketing presents a framework of strategic decisionmaking. Understand and appreciate the concept of strategic sport marketing. Environmental analysis and sport marketing information 10.
Prescribed booklist semester two 2014 undergraduate. Pdf david shilbury, hans westerbeek, shayne quick and. Strategic sport marketing is a comprehensive text for sport management students as well as practising sport administrators. By david shilbury, shayne quick and hans westerbeek. College of sports and exercise science, marketing strategy, sport management, sponsorship. Sports marketing takes a strategic business perspective, keeping pace with the everchanging environment of the sports world. Strategy itself can be seen as a plan for an organization.
Sports marketing strategy in achieving the marketing. Jones and bartlett publishers, reprinted with permission. Sports marketing research systematic process of collecting, analyzing, and reporting information to enhance decision making throughout the strategic sports marketing process stepsframework for marketing research. David shilbury, hans westerbeek, shayne quick, daniel funk and adam karg. Detailed examples including case studies and opinion writings from international sports. David shilbury is the foundation professor of sport management and a. Request pdf strategic sport marketing strategic sport marketing is a comprehensive text for sport management students as well as practising sport administrators. Three categories of social media research were identified. Implementation and control manage resources to deliver the strategic marketing plan 15%. A fully revised edition of this widely used introduction to sport marketing by leading educators. Furthermore, people who maintain participation in sport throughout childhood reportedly have higher healthrelated. Reebok were better evaluated than private brand sport garments e.
Integrating consumer interest in sports with traditional marketing theory, this book presents a strategic sports marketing model intended to meet diverse markets of participants, sponsors, and spectators. This is a terrible answer, because it looks correct, but is actually wrong. Develop a strategic marketing plan to realise organisational objectives 20%. Integrating the unique product characteristics of sport with traditional marketing theory, it presents a strategic sport marketing model that recognises the diverse markets for sport. Monitor, measure and adapt the marketing plan for continuous improvement 15%. Strategic sport marketing 2nd edition by david shilbury. Leisuretime sports participation styles and market segments of elementary.
Mergers and acquisitions take place for many strategic business reasons, but the most common reasons for any business combination are economic at their core. He is the president of the sport management association of australia and new zealand. Strategic marketing management definition bizfluent. He is also founding president of the sports management association of australian and new zealand, and a great networker. Creating and communicating value in sport marketing 10. Strategic sport marketing david shilbury, hans westerbeek.
Journal of sport management north american society for. Mark mccormack 35 basic marketing principles and processes applied to sport 36 the sports marketing mix 36 the exchange process 37 the strategie sports marketing process 39 girls get their game on with great gear. References beech j chadwick s 2007 the marketing of. Strategic sport marketing request pdf researchgate. Professionalisation, sport governance and strategic. What was once just a local saturday afternoon activity for both participants and spectators now takes place on any night of the week, and can be intrastate or interstate, with the fan experience live or mediated. It is the only introductory textbook to adopt a strategic approach, explaining clearly how every eleme. Successful sport marketing is the result of carefully structured planning, creativity and perseverance. Ss3611 event and facilities management sport science. By the time, the turkish government has decided to legislate a special law for supporting sport and they have regulated some of the financial laws based on 1986 general directorate of youth and sport gdys law. The study aims to find out the role of sports marketing strategy pursued by the economic enterprise in achieving its marketing objectives, through the measurement of the effect of sports sponsorship on recognition, then its impact on promoting the positive mental image of the enterprise. Richard ettenson is an associate professor of international marketing at thunderbird, the garvin school of international management.
This comprehensive text places the unique problems and issues of sport marketing within a firm model of a strategic sport marketing process. The new law has started a very efficient age for turkish sport. Since the sport consumer may now be either participant or spectator, either at the game or on tv, standard marketing theory does not necessarily apply. References beech j chadwick s 2007 the marketing of sport prentice hall and from business bsb at federation university. After recognizing the need for strategic change, the manager sets goals. Jun 01, 2014 strategic sport marketing sport management series paperback june 1, 2014 by david shilbury author, hans westerbeek illustrator 5. Strategic sport marketing is a practical tool and theoretical guide to sport marketing internationally. With international examples it remains the most comprehensive and. References beech j chadwick s 2007 the marketing of sport. Marketing plan financial plan personnel plan operational plan marketing plan overall strategic plan figure 22 portfolio model for a business plan source. Academic priorities, graduate and program and budget councils concerning a certificate in sport management presented at the 726 th regular meeting of the faculty senate april 18, 20 council membership academic priorities council margaret allard, richard bogartz chair, elizabeth chilton, w.
Sports management integrating consumer interest in sports with traditional marketing theory, this book presents a strategic sports marketing model intended to meet diverse markets of participants. The ultimate goal of marketing is to influence and control the ultimate consumer. The emergence of social media has profoundly impacted the delivery and consumption of sport. Jonathan knowles is a branding consultant with type 2 consulting. Jan 01, 2009 with detailed examples and stepbystep processes, strategic sport marketing is a practical tool and theoretical guide to sport marketing internationally. Buy strategic sport marketing by david shilbury at mighty ape nz. Strategic sport marketing by david shilbury, 9781741756265, available at book depository with free delivery worldwide. The creation of this strategic marketing plan by the communitys marketing project the project is part of this community development process. Then he must determine actions to achieve those goals with the resources he has available.
Discuss notes for strategic marketing within the marketing management rm, im forums, part of the resolve your query get help and discuss projects category. The role of the board in building strategic capability. Nassms official research journal is the journal of sport management. Understanding population sport participation is recommended to inform evidencebased strategic planning and policy development of sport. Sports marketing a strategic perspective 5th edition chegg. Lecture notes will be posted on the courses website before each class. A strategic perspective is the most authoritative, comprehensive and engaging introduction to sports marketing currently available. With international examples it remains the most comprehensive and wellinformed reference for students and sport marketing professionals. It includes new material on sports promotion, customer service and social media, as well as new case studies. Whether marketing a megaevent like the super bowl or a small, local event such as a youth field hockey camp, marketers cannot rely on guesswork to develop their marketing plan and hope everything will turn out. The third edition of this widely used text is fully revised and updated. Submissions are encouraged from a range of areas that inform theoretical advances for the management, marketing, and consumption of sport in all its forms, and sport.
Strategic marketing management implements your companys mission through focused processes to get the most out of your existing marketing plan. The new edition of strategic marketing examines key aspects of traditional marketing strategy combined with the presentation of a synthesis of recent thinking on the subject. Using governance as the lens through which progress is viewed, this paper demonstrates sport s transition from an amateur, volunteerdriven pastime to a more businesslike. It is the only introductory textbook to adopt a strategic approach, explaining clearly how every element of the marketing process should be designed. With detailed examples and stepbystep processes, strategic sport marketing is a practical tool and theoretical guide to sport marketing internationally. The key focus of the text is how companies create and sustain competitive advantage through the employment of marketing strategies. Strategic thinking is believed by many theorists as more of an art and not that of a science. Everyday low prices and free delivery on eligible orders. Now in a fully revised and updated 5th edition, sports marketing. Using sports marketing method to construct value theory. Shayne quick is lecturer in sports marketing at uts.
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