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.
Sam Fullerton crafted this text to present the discipline of sports marketing in two broad perspectives. The first part of the text provides an introduction to the field of sports marketing and examines how marketers use sports as a platform for developing their strategies and tactics. The second part of the text provides detailed coverage of the marketing of sports products, increasing media audiences and live attendance, the selling of sports-related products, and more.
This is not simply a basic marketing text using sports examples. Sports Marketing fills a gap for this newly recognized course area by presenting a strong business perspective through its content. It looks at the economic impact of the industry and identifies an array of career opportunities for students interested in sports marketing. There is comprehensive coverage of how sports are used as a marketing platform and an abundance of real-world national and international examples to support the material.
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PART ONE - The Foundation of Sports Marketing
1 Introduction to Sports Marketing
2 The Four Domains of Sports Marketing
PART TWO - Marketing Though Sports
3 Marketing Through Sports Using Mainstream Strategies
4 Introduction to Sponsorship: Concepts, Objectives and Components
5 Sponsorship Foundation: Developing and Selling the Proposal
6 Pre-Event Evaluation: The Assessment of Sponsorship Opportunities
7 Leveraging: Activation of the Sponsorship
8 Ambush Marketing
9 Postevent Evaluation: Identifying Success and Failure
10 Venue Naming Rights
PART THREE - The Marketing of Sports
13 Segmentation of the Sports Market
14 Product Decisions in Sports Marketing
15 Distribution Decisions and Facilities Management in Sports Marketing
16 Developing a Promotional Strategy for the Marketing of Sports Products
17 Pricing Decisions in Sports Marketing
PART FOUR - Emerging Issues in Sports Marketing
18 Relationship Marketing in the Business of Sports
19 The Role of Technology in Sports Marketing
20 Controversial Issues in Sports Marketing
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Descrizione libro McGraw-Hill Medical Publishing, 2010. Paperback. Condizione libro: New. Codice libro della libreria P110071267638
Descrizione libro McGraw-Hill Medical Publishing, 2010. Condizione libro: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service!. Codice libro della libreria ABE_book_new_0071267638