Sports marketing /
Fullerton, Sam
Sports marketing / Sam Fullerton - Second edition - Boston, Massachusetts : McGraw Hill Education, c2010 - xviii, 670 pages : illustrations ; 27 cm
Includes bibliographical references and index.
Part one : The Foundation of sports marketing -- 1. Introduction to sports marketing -- 2. The Four domains of sports marketing -- Part two : Marketing through sports -- 3. Marketing through sports using mainstream strategies -- 4. Introduction to sponsorship : concepts, objectives and components -- 5. Sponsorship foundation : developing and selling the proposal -- 6. Pre-Event evaluation : the assessment of sponsorship opportunities -- 7. Leveraging : activation of the sponsorship -- 8. Ambush marketing -- 9. Postevent evaluation : identifying success and failure -- 10. Venue naming rights -- 11. Endorsements -- 12. Licensing -- Part three : The Marketing of sports -- 13. Segmentation of the sports market -- 14. Product decisions in sports marketing -- 15. Distribution decisions and facilities management in sports marketing -- 16. Developing a promotional strategy for the marketing of sports products -- 17. Pricing decisions in sports marketing -- Part four : Emerging issues in sports marketing -- 18. Relationship marketing in the business of sports -- 19. The Role of technology in sports marketing -- 20. Controversial issues in sports marketing
'Sports Marketing' provides unique coverage of current topics such as sponsorship, including post-event evaluation, the growing global sports marketing industry, an assessment of legal and social environments, and a review of the increased particpation and importance of the female market.
9780071267632
SPORTS -- MARKETING
GV 716 .F85 2010
Sports marketing / Sam Fullerton - Second edition - Boston, Massachusetts : McGraw Hill Education, c2010 - xviii, 670 pages : illustrations ; 27 cm
Includes bibliographical references and index.
Part one : The Foundation of sports marketing -- 1. Introduction to sports marketing -- 2. The Four domains of sports marketing -- Part two : Marketing through sports -- 3. Marketing through sports using mainstream strategies -- 4. Introduction to sponsorship : concepts, objectives and components -- 5. Sponsorship foundation : developing and selling the proposal -- 6. Pre-Event evaluation : the assessment of sponsorship opportunities -- 7. Leveraging : activation of the sponsorship -- 8. Ambush marketing -- 9. Postevent evaluation : identifying success and failure -- 10. Venue naming rights -- 11. Endorsements -- 12. Licensing -- Part three : The Marketing of sports -- 13. Segmentation of the sports market -- 14. Product decisions in sports marketing -- 15. Distribution decisions and facilities management in sports marketing -- 16. Developing a promotional strategy for the marketing of sports products -- 17. Pricing decisions in sports marketing -- Part four : Emerging issues in sports marketing -- 18. Relationship marketing in the business of sports -- 19. The Role of technology in sports marketing -- 20. Controversial issues in sports marketing
'Sports Marketing' provides unique coverage of current topics such as sponsorship, including post-event evaluation, the growing global sports marketing industry, an assessment of legal and social environments, and a review of the increased particpation and importance of the female market.
9780071267632
SPORTS -- MARKETING
GV 716 .F85 2010