Sport marketing

<b>OBJECTIVES</b><br />By the end of this chapter, readers will be able to:<br />• appreciate that sport marketing follows basic marketing principles but with a change of emphasis to suit particular sporting contexts;<br />• recount how marketing's role can be applied to sport and sport organisations with special emphasis on marketing's '4 Ps';<br />• evaluate the application of marketing strategies and tactics to chosen sport codes;<br />• identify different groups of sport fans;<br />• understand the role marketing planning and marketing management play in staging a sport event.<br />