Sports Marketing / Edition 1

Sports Marketing / Edition 1

by Sam Fullerton, Fullerton Sam
     
 

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

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Overview

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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Product Details

ISBN-13:
9780073128214
Publisher:
McGraw-Hill Companies, The
Publication date:
07/25/2006
Edition description:
Older Edition
Pages:
496
Product dimensions:
8.60(w) x 10.30(h) x 1.00(d)

Table of Contents

Pt. 1 The Foundation of Sports Marketing 1

1 Introduction to Sports Marketing 2

2 The Four Domains of Sports Marketing 25

Pt. 2 Marketing Through Sports 59

3 Marketing through Sports Using Mainstream Strategies 60

4 Introduction to Sponsorship: Concepts, Objectives, and Components 94

5 Sponsorship Foundation: Developing and Selling the Proposal 137

6 Pre-event Evaluation: The Assessment of Sponsorship Opportunities 182

7 Leveraging: Activation of the Sponsorship 208

8 Ambush Marketing 230

9 Postevent Evaluation: Identifying Success and Failure 256

10 Venue Naming Rights 292

11 Endorsements 320

12 Licensing 345

Pt. 3 The Marketing of Sports 371

13 Segmentation of the Sports Market 372

14 Product Decisions in Sports Marketing 392

15 Distribution Decisions and Facilities Management in Sports Marketing 427

16 Developing a Promotional Strategy for the Marketing of Sports Products 478

17 Pricing Decisions in Sports Marketing 513

Pt. 4 Emerging Issues in Sports Marketing 537

18 Relationship Marketing in the Business of Sports 538

19 The Role of Technology in Sports Marketing 572

20 Controversial Issues in Sports Marketing 605

App. A URLs of Important Sports Marketing Web Sites 635

App. B University of North Carolina Licensing Information 639

App. C University of Texas at Austin Licensing Information 645

App. D Boeing Corporation Sponsorship Criteria 649

Index 651

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