Developing Successful Sport Marketing Plans

Front Cover
Fitness Information Technology, 2013 - Sports & Recreation - 129 pages
With an abundance of goods and services available to consumers in the sport industry, it can be difficult for products or organisations to stand out from the competition. In the revised fourth edition, internationally recognised author David K Stotlar guides readers in a step-by-step approach of how to create and implement a winning marketing strategy. The chapters offer a sequential model for creating a well-defined, industry-proven plan, with the focus being on the sport consumer rather than the product, reflecting the current dynamic in the sport industry: Developing a Marketing Plan Framework; Creating a Value Proposition; Understanding the Market Environment; Target Markets; Marketing Objectives; Marketing Strategies; Marketing Mix; Implementation, Control & Evaluation. In addition to featuring the latest data from the sport industry, each chapter in this new edition contains Best Practice sections as well as worksheets that assist the reader in creating a custom marketing plan.

About the author (2013)

Dr. David K. Stotlar teaches on the University of Northern Colorado faculty in the areas of sport marketing, sponsorship, and event management. He has had more than 60 articles published in professional journals and has written several textbooks and book chapters on sport management and marketing. He has made numerous presentations at international and national professional conferences. Dr. Stotlars contribution to the profession includes an appointment as Coordinator of the Sport Management Program Review Council (NASPE/NASSM) from 19992001. He previously served as Chair of the Council on Facilities and Equipment of the American Alliance for Health, Physical Education, Recreation and Dance and as a Board Member and later as President of the North American Society for Sport Management. Dr. Stotlar was a member of the initial group of professionals inducted as NASSM Research Fellows. He is also a founding member of the Sport Marketing Association.

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