Strategic Sport Marketing Book

	Preface
	About the authors
1	An overview of sport marketing	1
Pt. I	Identification of Marketing Opportunities
2	The strategic sport-marketing planning process	17
3	Understanding the sport consumer	37
4	Market research: segmentation, target markets and positioning	55
Pt. II	Strategy Determination
5	The sport product	77
6	Pricing strategies	97
7	The place of the sport facility	115
8	Customer satisfaction and service quality	131
9	The sport promotion mix	148
10	Advertising	167
11	Sport and television	184
12	Sport and the Internet	207
13	How to attract and implement sponsorship	222
14	Measuring the effectiveness of sponsorship	240
15	Public relations	253
16	Promotional Licensing	273
Pt. III	Strategy Implementation, Evaluation and Adjustment
17	Coordinating and controlling marketing strategy	297
	Bibliography	317
	Index	326