Sports Marketing - Rilegato

Fullerton, Sam

Rilegato

ISBN 10: 007312821X ISBN 13: 9780073128214

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.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) 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. The second part of the text (Chapters 15 - 22) deals with the marketing of sports products, increasing media audiences, increasing live attendance, the selling of sports-related products, and more.This is not simply a basic marketing text using sports examples. This new title 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

Chapter 1: Introduction to Sports Marketing

PART TWO MARKETING THROUGH SPORTS

Chapter 2: Marketing Through Sports

Chapter 3: Introduction to Sponsorship

Chapter 4: Sponsorship Objectives and Components

Chapter 5: The Sponsorship Commitment—Resources and Duration

Chapter 6: Ambush Marketing

Chapter 7: Leveraging

Chapter 8: Selling the Sponsorship

Chapter 9: Pre-Event Evaluation

Chapter 10: Post-Event Evaluation

Chapter 11: Sponsorship Foundation and Failure

Chapter 12: Endorsements

Chapter 13: Venue Naming Rights

Chapter 14: Licensing

PART THREE THE MARKETING OF SPORTS

Chapter 15: Segmentation of the Sports Market

Chapter 16: Product Decisions in Sports Marketing

Chapter 17: Distribution Decisions in Sports Marketing

Chapter 18: Pricing Decisions in Sports Marketing

Chapter 19: Developing a Promotional Strategy for the Marketing of Sports Products

PART FOUR EMERGING ISSUES IN SPORTS MARKETING

Chapter 20: Relationship Marketing in the Business of Sports

Chapter 21: The Role of the Technology in Sports Marketing

Chapter 22: Controversial Issues in Sports Marketing

APPENDICES

Appendix A: Important Websites (URLs) for Sports Marketers

Appendix B: Examples of University Licensing Criteria

Product Description:

Book by Fullerton Sam

Su questa edizione

• Editore: McGraw-Hill Education
• Data di pubblicazione: 2006
• ISBN 10: 007312821X
• ISBN 13: 9780073128214
• Rilegatura: Copertina rigida
• Numero di pagine: 480