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Contents

List of figures and tables

PART I: CONTINGENCY FRAMEWORK FOR STRATEGIC SPORTS MARKETING

CHAPTER 1 Emergence of sports marketing

What is sports marketing?

Understanding the sports industry

Historical development of sports marketing in (North) America

Sport as entertainment

A marketing orientation

Growth of the sports industry

The structure of the sports industry

The consumers of sport

The sports product

Career spotlight: Chris Ferris

Different types of sports products

The multidimensional nature of the sports product

Producers and intermediaries

Sports marketing hall of fame: Mark McCormack

Basic marketing principles and processes applied to sport

The sports marketing mix

The exchange process

The strategic sports ...

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