Sports Marketing

Sports Marketing


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Product Details

ISBN-13: 9781138039841
Publisher: Taylor & Francis
Publication date: 08/17/2018
Edition description: New
Pages: 446
Sales rank: 1,165,996
Product dimensions: 8.50(w) x 11.00(h) x (d)

About the Author

Michael Fetchko is co-director of The Pittsburgh Center for Sports Media and Marketing at Point Park University, USA.

Donald P. Roy is professor of marketing at Middle Tennessee State University, USA.

Kenneth E. Clow is a Professor of Marketing and holder of the Biedenharn Endowed Chair of Business in the College of Business Administration at University of Louisiana Monroe, USA.

Table of Contents

Part I: Introduction to Sports Marketing 1. Sports Meets Marketing Part II: Understanding Customers 2. Examining Sports Entertainment Consumption 3. Understanding the Marketing Environment 4. Segmenting Audiences for Sports Part III: Responding to Customers 5. Building a Relevant Brand 6. Defining the Product Offering 7. Tapping into Passion through Experiential Marketing Part IV: Engaging Customers 8. Planning the Brand Story — Communications Strategy 9. Creating the Brand Story — Communications Campaigns 10. Telling the Brand Story — Communications Channels 11. Leveraging the Sports Brand through Sponsorship-Linked Marketing Part V: Satisfying and Serving Customers 12. Measuring Sports Brand Performance 13. Living the Brand Promise. Delivery of Sports Experiences 14. Preparing Future Sports Marketers

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