Team Sports Marketing / Edition 1

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Overview

Some might argue that sports marketing is a mere subfield of marketing, meaning that there are theoretical and practical dimensions that apply only to sports marketing and are only of interest to those involved in sports. In Team Sports Marketing, author Kirk Wakefield dispels this argument by demonstrating that effective sports
marketing epitomizes the science and art of marketing across any context. At the core

of sports marketing is the creation and enhancement of fan identification, where consumers are not just loyal customers, but have become brand fanatics.

Team Sports
Marketing shows that while many aspects of sports marketing are thought to be unique to the field, other product and service sectors would do well to learn from teams in the NFL, NBA, MLB, and NHL that have transformed customers into fans. Moving beyond principles of marketing, Team Sports Marketing is packed with examples of best practices and covering subjects as diverse as sponsorships, season ticket sales, venue management and all topics in between. Team Sports Marketing is a must read text for students and managers in professional and collegiate sports.

Support materials for professors and students are available at www.teamsportsmarketing.com.
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Product Details

  • ISBN-13: 9780750679794
  • Publisher: Taylor & Francis
  • Publication date: 12/12/2006
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 288
  • Product dimensions: 6.50 (w) x 9.00 (h) x 0.65 (d)

Meet the Author

Kirk Wakefield has conducted research on consumer response to pricing, promotion, sponsorships, and the physical environment for a wide variety of sports organizations: NBA, NFL, MLB, NCAA football, baseball and basketball; pminor league baseball (A, AA, AAA); minor league hockey, professional tennis (ATP), & NASCAR. Wakefield's published work may be found in the Journal of Marketing, Journal of Retailing, Journal of Business Research, Journal of Service Research, Journal of Advertising Research, Psychology & Marketing, Journal of Services Marketing, Journal of Sport Management, and Journal of Sport & Social Issues, among others.

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Table of Contents

1. What Is Team Sports Marketing 2. Sell an Identity 3.Precision Marketing 4. Research Your Fans 5. Build the Season Ticket Base 6. Build Value; Build it and They Will Come 7. Create Sponsorship Partners 8. Create Sponsorship Value 9. Move Merchandise 10. Create Technological Advantages 12. Build Community

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