★專業用書，無法提供教師贈書，敬請見諒。
The Marketing of Sport explores the latest developments in sports marketing with cutting-edge analysis by the world’s leading sport marketing academics. International case studies, up-to-the-minute data and a wide-ranging list of websites provide an essential introduction to the key aspects of sport marketing.
PartⅠThe distinctive nature of sport marketing
Ch.1 Introduction: the marketing of sport
Ch.2 Sport Marketing in for-profit and not-for-profit sport organisations
Ch.3 Alternative paradigms and sport marketing
Part ⅡMeeting the needs and wants of the sport market
Ch.4 Understanding the sport marketing environment
Ch.5 Sport and consumer buying behaviour
Ch.6 Sport organisation buying behaviour
Ch.7 Segmentation, targeting and positioning in sport
Ch.8 Sport market research and marketing information systems
Ch.9 Managing sport products and services
Ch.10 Developing and extending sports brands
Part Ⅲ Communicating with the sport market
Ch.11 The sport integrated marketing communications mix
Ch.12 Direct, database and online marketing in sport
Ch.13 Sponsorship, endorsements and naming rights
Ch.14 Sports public relations
Part Ⅳ Getting sport products and services to the market
Ch.15 Pricing sports and sports pricing strategies
Ch.16 Distribution channels and sports logistics
Ch.17 Sports goods retailing
Part Ⅴ Moving sport marketing forwards
Ch.18 Strategic sport marketing
Ch.19 Achieving competitive advantage and leading strategic change in sport organisations
Ch.20 International sport marketing and globalisation
Ch.21 Organisation, implementation, management and control of marketing in sport
Ch.22 Managing service quality and innovation in sport
Part Ⅵ Assessing the future for sport marketing
Ch.23 The future of sport marketing
Ch.24 The marketing of sport: a practitioner perspective