By Simon Chadwick
The selling of activity explores the most recent advancements in activities advertising and marketing with state-of-the-art research via the world's prime game advertising and marketing lecturers. foreign case reviews, up to the moment facts and a wide-ranging checklist of sites offer a vital advent to the most important facets of activity advertising and marketing.
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Extra resources for The Marketing of Sport
Example text
Otherwise, the task of the sport marketer might be to make fundamental changes to the product on offer by, for example, moving games to times and locations more conducive to better conditions and bigger crowds. ■ Myth 5: Sport marketing is a corruption of the purity of sport If anything, sport marketing is about celebrating the purity of sport. At a time when people’s spending patterns are changing, the need for sport organisations to continue being relevant to people’s lives is of paramount importance.
MOVING SPORT MARKETING FORWARDS Chapter 18 Strategic sport marketing What differentiates sport strategic marketing from sport marketing, and what implications does this have for the sport marketer? Chapter 19 Achieving competitive advantage and leading strategic change in sport organisations How can sport marketing be used to attain competitive advantage and achieve strategic change, and what managerial challenges does this pose? Step 5 Working towards an understanding of the strategic and global contexts of sport marketing Chapter 20 International sport marketing and globalisation What challenges do sport marketers face at a global level, and how should these challenges be addressed?
Definitions of this type often also stress the importance of achieving profitability or efficiency through this process. Later definitions of marketing, such as the one provided by Gronroos (1994), are rather more seductive in the way they emphasise the importance of enduring relationships between customers and organisations. But even these definitions of marketing fail to encapsulate the essence of sport and do not differentiate sport from other products and services. Sport marketers have hardly helped themselves or the sport marketing cause either as most of the definitions (see, for example, Mullin, Hardy and Sutton, 2000; Pitts and Stotlar, 1996; Shank, 2005) generally take generic definitions to which the word ‘sport’ is inserted.
