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Introduction to Sport Marketing - 1st Edition - ISBN: 9780750686853, 9780080886220

Introduction to Sport Marketing

1st Edition

A Practical Approach

Author: Aaron Smith
Paperback ISBN: 9780750686853
eBook ISBN: 9780080886220
Imprint: Butterworth-Heinemann
Published Date: 28th May 2008
Page Count: 352


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Table of Contents

CHAPTER 1. Sport Marketing Introduction
CHAPTER 2. Sport Markets
CHAPTER 3. Sport Consumers
CHAPTER 4. Sport Marketing Opportunities
CHAPTER 5. Sport Marketing Strategy
CHAPTER 6. Sport Products
CHAPTER 7. Sport Pricing
CHAPTER 8. Sport Distribution
CHAPTER 9. Sport Promotion
CHAPTER 10. Sport Sponsorship
CHAPTER 11. Sport Services
CHAPTER 12. Sport Marketing and the New Media
CHAPTER 13. Sport Marketing Implementation and Control


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, 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 and marketing student’s reading list.

Key Features

  • apply marketing theory and frameworks to the unique sport industry environment
    * understand the best marketing approaches for non-profit, professional, and government sport
    * appreciate the characteristics and behaviours of sport consumers
    * conduct an internal and external analysis of a sport organization and specify a market positioning strategy
    * identify marketing opportunities and generate marketing objectives
    * cultivate a sport brand
    * acquire, manage and evaluate sport sponsorships
    * devise marketing activities specifically for sport services
    * capitalise on new media technologies for sport marketing


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


No. of pages:
© Butterworth-Heinemann 2008
28th May 2008
Paperback ISBN:
eBook ISBN:

About the Author

Aaron Smith

Aaron Smith

Affiliations and Expertise

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