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Sports marketing is one of the fastest growing areas of marketing communication. This book advances understanding in this emerging area.
It presents sports marketing in a scholarly and comprehensive way, covering major topics of discussion in sports marketing and the psychology of communication. Several new, innovative topics are introduced, such as SportNEST and consumption communities, and many classic topics are brought up to date, including sponsorship, ambush marketing, identification, endorsements, basking in reflected glory, and licensing. Many of the topics that seem to center around sports show up as well, such as sneakers, ethics, risky behavior, and even investments.
Contents: L. Chalip, Foreword. L.R. Kahle, C. Riley, Preface. Part I:Consumer Behavior. T. Sun, S. Youn, W.D. Wells, Exploration of Consumption and Communication Communities in Sports Marketing. S.W. Kelley, K. Tian, Fanatical Consumption: An Investigation of the Behavior of Sports Fans Through Textual Data. V. Dalakas, R. Madrigal, K.L. Anderson, "We are Number One!" The Phenomenon of Basking-in-Reflected-Glory and Its Implications for Sports Marketing. A. Shoham, G.M. Rose, L.R. Kahle, Risky Sports: Making the Leap. Part II:Sports Celebrity Endorsements. M.J. Jones, D.W. Schumann, The Strategic Use of Celebrity Athlete Endorsers in Print Media: A Historical Perspective. A.A. Bailey, C.A. Cole, The Effects of Multiple Product Endorsements by Celebrities on Consumer Attitudes and Intentions: An Extension. M.D. Basil, W.J. Brown, Magic Johnson and Mark McGwire: The Power of Indentification With Sports Celebrities. Part III:The Consequences of Sponsorship. J.W. Pracejus, Seven Psychological Mechanisms Through Which Sponsorship can Influence Consumers. J. Slater, C. Lloyd, It's Gotta be the Shoes: Exploring the Effects of Relationships of Nike and Reebok Sponsorship on Two College Athletic Programs. L. Kinney, S.R. McDaniel, American Consumer Attitudes Toward Corporate Sponsorship of Sporting Events. L. Kinney, G. Bell, Do Sport Sponsorship Announcements Influence Firm Stock Prices? R. Madrigal, A Review of Team Identification and Its Influence on Consumers' Responses Toward Corporate Sponsors. Part IV:Marketing Strategy. R. Burton, Teams as Brands: A Review of the Sports Licensing Concept. M. Jackowski, D.P. Gray, SportNEST: A Nested Approach to Segmenting the Sport Consumer Market. V. Dalakas, R. Madrigal, R. Burton, Understanding Ambush Marketing: Implications of Information Processing. Part V:Social Issues and Sports Marketing. S.J. Jackson, D.L. Andrews, Aggressive Marketing: Interrogating the Use of Violence in Sport-Related Advertising. T. Dewhirst, Smoke and Ashes: Tobacco Sponsorship of Sports and Regulatory Issues in Canada. J.J. Jackson, Social Marketing of Sport. T.P. Meyer, K. Gettleman, T.R. Donahue, Teenager's Perceptions of the Influence of Advertising and Price Versus Interpersonal, Social Factors on Their Purchases of Brand Name Athletic Shoes and Clothing.
Posted March 30, 2009
I would like to work in the Sports Markeitng field one day and that is why I purchased the book. I felt the book was great reading even though I have not taken a sports markeing class yet only intro to marketing. I work at a bank now and thats why I would like to suggest to my readers a way we can work together for a better relationship as sports inthusiasts. The book covers this subject matter very well and if you would like to save more cash and have better cash management try opening a checking account at chevy chase bank. or e-mail me. The book is great for learning how your behavior matters because you are a sports patron. Lets say you are a watcher or participant but not interested in the field. From the book you will get familiar with the side of you wich feels influenced after reading and watching and being involved in sports. As someone interested in the field the psychological studies are great reading for anyone considering what matters to them and wants to base factual data to feelings. Great for becoming a part of a written assignment since this book will strike new beginings for many markeeting situations. The book for you to choose will create a great understanding that you probably have taken for granted many times about sports, offering an opportunity to make a change, but bettter to consult some one familiar with marketing if you want to consider all off the influences you have and likes and dislikes.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.