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Offering a hands-on approach to becoming an efficient sports marketing strategist, this guide shows readers how to develop their own idea for a sports product/event, create a strategic plan, and apply these ideas to a real-world business venture. KEY TOPICS: Exposing the day-to-day realities of putting together a sports business venture, the handbook begins with two case studies that introduce the overall situation facing sports managers as they attempt to make decisions regarding the correct direction to take their organization ... then walks readers step by step through the many different aspects that are part and parcel of a successful sports marketing plan, such as seeing and seizing an opportunity, understanding markets, the structure of the sport industry, sport publics, sport markets and sport products, the adult sport participant, conducting market research, sponsorship within the corporate marketing framework, designing sport packages, putting the sport sponsorship plan together, pricing sponsorship packages, sponsorship publicity, hospitality programs, analyzing competitive forces, image control, market share strategy, and writing a strategic plan. The guide also includes examples taken directly from the sports business world and highlights the vast scope of job opportunities available in the primary and secondary sport infrastructure. Ideal for both beginning and seasoned sports marketing professionals.
1. Taking Control.
2. Understanding Markets.
3. The Structure of the Sports Industry.
4. Sport Publics.
5. Sport Markets and Sport Products.
6. The Adult Sports Participant.
7. Conducting Market Research.
8. Sponsorship within the Corporate Marketing Framework.
9. Designing Sponsorship Packages.
10. Putting a Sports Sponsorship Plan Together.
11. Pricing Sponsorship Packages.
12. Sponsorship Publicity.
13. Analyzing Competitive Forces.
Appendix A. Writing Your Strategic Plan.