Introduction to Sport Marketing

A Practical Approach


  • Aaron Smith, Associate Pro Vice-Chancellor, Business & Industry Relations RMIT University

Introduction to Sport Marketing is a highly accessible text that presents the key principles and tools of sport marketing. Written by an expert in sport management and marketing, it combines clear explanations with case studies, exercises, web-based activities and illustrations, highlighting the techniques applicable to the non-profit, professional, and government sectors of sport. In addition to addressing traditional sport marketing concepts, the text also offers a unique chapter on cutting edge ideas and technologies in new media sport marketing.Written for readers new to sport marketing or at the start of their careers, the text equips the reader with a strong knowledge basis.Introduction to Sport Marketing should be the first stop on any beginner sport management andmarketing student’s reading list.
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Primary: HND, Foundation Studies and 1st year undergraduate students new to sports marketing studying on sport management or sports marketing degrees.Secondary: Any sports marketing student struggling with current texts and in need of an easy-to-use introduction to the subject


Book information

  • Published: May 2008
  • ISBN: 978-0-7506-8685-3

Table of Contents

CHAPTER 1. Sport Marketing IntroductionCHAPTER 2. Sport MarketsCHAPTER 3. Sport ConsumersCHAPTER 4. Sport Marketing OpportunitiesCHAPTER 5. Sport Marketing StrategyCHAPTER 6. Sport ProductsCHAPTER 7. Sport PricingCHAPTER 8. Sport DistributionCHAPTER 9. Sport PromotionCHAPTER 10. Sport SponsorshipCHAPTER 11. Sport ServicesCHAPTER 12. Sport Marketing and the New MediaCHAPTER 13. Sport Marketing Implementation and Control