Sports Marketing - Brossura

Fullerton, Sam

Brossura

ISBN 10: 0071267638 ISBN 13: 9780071267632

Casa editrice: McGraw-Hill Education / Asia, 2009

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.

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.

Su questo libro

Contenuti:

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

11 Endorsements

12 Licensing

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

Su questa edizione

• Editore: McGraw-Hill Education / Asia
• Data di pubblicazione: 2009
• ISBN 10: 0071267638
• ISBN 13: 9780071267632
• Rilegatura: Copertina flessibile
• Numero edizione: 2
• Numero di pagine: 512