000			02123nam a2200241Ia 4500
003			NULRC
005			20250520100611.0
008			250520s9999 xx 000 0 und d
020			_a9780071267632
040			_cNULRC
050			_aGV 716 .F85 2010
100			_aFullerton, Sam _eauthor
245		0	_aSports marketing / _cSam Fullerton
250			_aSecond edition
260			_aBoston, Massachusetts : _bMcGraw Hill Education, _cc2010
300			_axviii, 670 pages : _billustrations ; _c27 cm
365			_bUSD77.96
504			_aIncludes bibliographical references and index.
505			_aPart 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
520			_a'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.
650			_aSPORTS -- MARKETING
942			_2lcc _cBK
999			_c9143 _d9143