Sports Marketing: Creating Long Term Value

by John A. Davis, Jessica Zutz Hilbert

Overview

Written in an accessible and succinct style, the textbook illustrates key themes with clear graphics and relevant real-world examples. It discusses significant elements of marketing theory and the latest practices to allow undergraduate and graduate students to understand both traditional and more recent sports marketing practices.

Sports Marketing explores the latest sports marketing business practices, helping marketers make effective management and marketing investment decisions. This comprehensive textbook discusses relevant marketing theory and related practices within sports marketing. Each theme will:

• Define key sports marketing ingredients


• Provide mini-case examples of various sports around the world


• Offer end-of-chapter questions and exercises designed to affirm key topics and stimulate the reader's thinking, and


• Describe measures of the various sports marketing activities.

This textbook will prove an essential companion to students on marketing, business and various sport courses at an undergraduate and postgraduate level.

Contents:
Introduction
1. Sports Marketing Value Chain: Roles and Interdependencies
2. The Sports Marketing Context
3. Sports Histories and Sports Fans
4. Fans - Delivering Value through Deep Relationships
5. Association Benefits of Sports Marketing
6. Sports Marketing Measures
7. Sports Marketing Strategy and Activation Planning
8. The Sports Marketing Fusion
9. Sports Marketing Touchpoints and Customer Journeys
10. Sports Marketing - Leadership and Organizations
11. Traditional Advertising
12. Social and Digital Advertising
13. Sports Marketing Revenues
14. Sponsorship and Event Management
15. Licensing and Merchandising
Index

Product Details

ISBN-13:	9781782548195
Publisher:	Edward Elgar Publishing
Publication date:	11/30/2013
Pages:	416
Product dimensions:	6.60(w) x 9.60(h) x 1.00(d)

About the Author

John A. Davis, Executive Director, Duke Corporate Education, Singapore and Jessica Zutz Hilbert, University of Oregon, US

Table of Contents

Contents: Introduction 1. Sports Marketing Value Chain: Roles and Interdependencies 2. The Sports Marketing Context 3. Sports Histories and Sports Fans 4. Fans – Delivering Value through Deep Relationships 5. Association Benefits of Sports Marketing 6. Sports Marketing Measures 7. Sports Marketing Strategy and Activation Planning 8. The Sports Marketing Fusion 9. Sports Marketing Touchpoints and Customer Journeys 10. Sports Marketing – Leadership and Organizations 11. Traditional Advertising 12. Social and Digital Advertising 13. Sports Marketing Revenues 14. Sponsorship and Event Management 15. Licensing and Merchandising Index

Editorial Reviews

‘This delightful book provides the strategic and thoughtful guidance to succeed in the increasingly important field of sports marketing. Everyone from beginner to seasoned pro should appreciate the fresh, well-written approach to organizing essential knowledge on sports marketing, especially the global perspective and the vivid cases.’

Lynn R. Kahle

‘After reading this text by Davis and Hilbert, students will be knowledgeable about and better equipped in implementing marketing concepts and action plans in the international sport industry. With its global orientation, Sports Marketing uses an international approach to help students understand sport marketing fundamentals, benefits, measures, analyses, approaches, tactical activities, and action-oriented strategies. Students will find the detailed chapter case studies from around the world quite useful in applying the material covered in the chapters.’

Paul M. Pedersen

This delightful book provides the strategic and thoughtful guidance to succeed in the increasingly important field of sports marketing. Everyone from beginner to seasoned pro should appreciate the fresh, well-written approach to organizing essential knowledge on sports marketing, especially the global perspective and the vivid cases. —Lynn R. Kahle, University of Oregon

From the Publisher