Sports marketing

Select an Action

Title:

Sports marketing

Author:

Fullerton, Sam.

ISBN:

9780073128214

9780071106580

Personal Author:

Fullerton, Sam.

Publication Information:

Physical Description:

xvi, 480 pages : illustrations ; 27 cm

Contents:

Introduction to sports marketing -- Marketing through sports -- Introduction to sponsorship -- Sponsorship objectives and components -- The sponsorship commitment: resources and duration -- Ambush marketing -- Leveraging -- Developing and selling the sponsorship proposal -- Pre-event evaluation -- Postevent evaluation -- Sponsorship foundation and failure -- Endorsements -- Venue naming rights -- Licensing -- Segmentation of the sports market -- Product decisions in sports marketing -- Distribution decisions in sports marketing -- Pricing decisions in sports marketing -- Developing a promotional strategy for the marketing of sports products -- Relationship marketing in the business of sports -- The role of the technology in sports marketing -- Controversial issues in sports marketing.

Subject Term:

Sports -- Marketing.

Sports -- Marketing. (OCoLC)fst01130476

Electronic Access:

Table of contents http://catdir.loc.gov/catdir/enhancements/fy0643/2006014467-t.html
Publisher description http://catdir.loc.gov/catdir/enhancements/fy0643/2006014467-d.html

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:RCBMF	1:GEN-BOOK	000182083	796.096 FUL	1	Searching... Unknown

Bound With These Titles

On Order

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.