Sports Marketing - Brossura

Fullerton, Sam

Brossura

ISBN 10: 0071106588 ISBN 13: 9780071106580

Casa editrice: McGraw-Hill Education, 2006

Riassunto

Sports Marketing presents this field as a new discipline, helping readers gain a stronger understanding of how to apply marketing strategies and tactics within the sports marketing environment.Dr. Fullerton crafted this new text to present the discipline of sports marketing in two broad perspectives. The first part of the text (Chapters 3 – 14) deals with the idea of the marketing of sports products, increasing media audiences, increasing live attendance, the selling of sports-related products, and more.

The second part of the text (Chapters 15 – 22) examines using a sports platform as a foundation for the marketing of non-sports products, including examples such as Tiger Woods’ endorsement of Tag Heuer watches and Coca-Cola’s sponsorship of soccer’s World Cup.

Su questo libro

Contenuti:

PART ONE THE FOUNDATION OF SPORTS MARKETING
1: Introduction to Sports Marketing

PART TWO MARKETING THROUGH SPORTS
2: Marketing Through Sports
3: Introduction to Sponsorship
4: Sponsorship Objectives and Components
5: The Sponsorship Commitment—Resources and Duration
6: Ambush Marketing
7: Leveraging
8: Selling the Sponsorship
9: Pre-Event Evaluation
10: Post-Event Evaluation
11: Sponsorship Foundation and Failure
12: Endorsements
13: Venue Naming Rights
14: Licensing

PART THREE THE MARKETING OF SPORTS
15: Segmentation of the Sports Market
16: Product Decisions in Sports Marketing
17: Distribution Decisions in Sports Marketing
18: Pricing Decisions in Sports Marketing
19: Developing a Promotional Strategy for the Marketing of Sports Products

PART FOUR EMERGING ISSUES IN SPORTS MARKETING
20: Relationship Marketing in the Business of Sports
21: The Role of the Technology in Sports Marketing
22: Controversial Issues in Sports Marketing

APPENDICES
A: Important Websites (URLs) for Sports Marketers
B: Examples of University Licensing Criteria

Su questa edizione

• Editore: McGraw-Hill Education
• Data di pubblicazione: 2006
• ISBN 10: 0071106588
• ISBN 13: 9780071106580
• Rilegatura: Copertina flessibile
• Numero di pagine: 496