Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010106316 | GV716 F84 2007 | Open Access Book | Book | Searching... |
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Summary
Summary
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. Fullerton crafted, this new text presents the discipline of sports marketing in two broad perspectives. The first part of the text (Chapters 3-14) examines using a sports platform as a foundation for the marketing of non-sports products, including examples such as Tiger Woods' endorsement of Tag Heuer watches and Coca-Cola's sponsorship of soccer's World Cup. The second part of the text (Chapters 15-22) deals with the marketing of sports products, increasing media audiences, increasing live attendance, the selling of sports-related products, and more. This is not simply a basic marketing text using sports examples. This new title 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. platform and an abundance of real-world national and international examples to support the material.
Table of Contents
| Part 1 The Foundation Of Sports Marketing |
| Chapter 1 Introduction to Sports Marketing |
| Part 2 Marketing Through Sports |
| Chapter 2 Marketing Through Sports |
| Chapter 3 Introduction to Sponsorship |
| Chapter 4 Sponsorship Objectives and Components |
| Chapter 5 The Sponsorship Commitment--Resources and Duration |
| Chapter 6 Ambush Marketing |
| Chapter 7 Leveraging |
| Chapter 8 Selling the Sponsorship |
| Chapter 9 Pre-Event Evaluation |
| Chapter 10 Post-Event Evaluation |
| Chapter 11 Sponsorship Foundation and Failure |
| Chapter 12 Endorsements |
| Chapter 13 Venue Naming Rights |
| Chapter 14 Licensing |
| Part 3 The Marketing Of Sports |
| Chapter 15 Segmentation of the Sports Market |
| Chapter 16 Product Decisions in Sports Marketing |
| Chapter 17 Distribution Decisions in Sports Marketing |
| Chapter 18 Pricing Decisions in Sports Marketing |
| Chapter 19 Developing a Promotional Strategy for the Marketing of Sports Products |
| Part 4 Emerging Issues In Sports Marketing |
| Chapter 20 Relationship Marketing in the Business of Sports |
| Chapter 21 The Role of the Technology in Sports Marketing |
| Chapter 22 Controversial Issues in Sports Marketing |
| Appendices |
| Appendix A Important Websites (URLs) for Sports Marketers |
| Appendix B Examples of University Licensing Criteria |
