Sport Promotion and Sales Management - 2nd Edition

by Irwin, Richard

• ISBN13: 9780736064774
• ISBN10: 073606477X
• Edition: 2nd
• Format: Hardcover
• Copyright: 2008-01-02
• Publisher: Human Kinetics

Summary

"Sport Promotion and Sales Management, Second Edition," features much new material, including a greatly expanded discussion of sport sponsorship and a radically updated technology chapter. Using their extensive academic and professional experiences, the authors offer real-life contemporary examples of sales and promotion management in practice.

Table of Contents

Foreword

Preface

Acknowledgments

Introduction to Sport Promotion and Sales

Pregame Introductions

Distinguishing Promotion From Marketing

Integrated Promotional Agendas

Planning and Managing the Campaign

Rationale for the Study of Sport Promotion and Sales

Postgame Wrap-Up

Theoretical Foundations for Effective Sport Promotion and Sales

Pregame Introductions

Communications Defined

The Receiver

Integrated Marketing Communications Model

Postgame Wrap-Up

Incentivizing Sport Consumers

Pregame Introductions

Traditional Incentives: Price-Based or Sales Promotions

Sport Consumer Behavioral Response Incentives

Implementing the Incentive Plan

Incentive Plan Checklist

Postgame Wrap-Up

Training the Sport Ticket Sales Staff

Pregame Introductions

What Every Prospective Salesperson Needs to Know

Recruiting

Interviewing

Training and Orientation

Building a Sales Culture

Retaining and Motivating the Sales Staff

Academic Preparation

Postgame Wrap-Up

Generating Ticket Sales in Sport

Pregame Introductions

Defining Sales

The Sales Process

Selling Products Unique to the Sport Industry

Putting It All Together: The Ticket Sales Department

Postgame Wrap-Up

Sport Ticket Customer Service and Retention

Pregame Introductions

Defining Relationships

Defining Customer Service

What Customers Expect

Post-Game Wrap-Up

Sport Sponsorship Fundamentals

Pregame Introductions

Sponsorship Defined

Sport Sponsorship Platforms

Sponsorship Management

Setting and Prioritizing Sponsorship Objectives

Postgame Wrap-Up

Sport Sponsorship Sales

Pregame Introductions

Sport Sponsorship Sales Force Management

Sales Process: Eduselling

Identify the Prospect

Prepare "How-to" Guides

Partner With the Prospect

Schedule a Product Sampling Experience

Design Follow-Up Procedures

Make the Offer

Close the Deal

Complete Aftermarketing Sales and Follow-Up

Complete an Evaluation and Provide Feedback

Postgame Wrap-Up

Sport Sponsorship Activation

Pregame Introductions

Sponsorship Activation

Research and Evaluation

Sponsorship Renewal

Postgame Wrap-Up

Promotional Merits of Sport Licensing

Pregame Introductions

Sport Licensing Marketplace

Licensing as a Promotion and Profit-Generating Tool

Promotion Through Licensing

Promotion of the Licensing Program

Licensed Property Protection

Licensing Program Leadership

Postgame Wrap-Up

E-Commerce as a Promotional Tool in Sport

Pregame Introductions

The Internet and Sport Promotion

Web Content

Extending the Boundaries of the Stadium

Postgame Wrap-Up

Sport Brand Communications

Pregame Introductions

Importance of a Strategic Focus

Modes of Brand Communication

Postgame Wrap-Up

Sport Promotion and Sales Risk Management

Pregame Introductions

Risk Management Cycle

Legal Principles for the Sport Promotion Manager

Case Studies

Postgame Wrap-Up

Redbirds FansFirst Plan 2001

Memphis Redbirds Sponsor Survey

Endnotes

Index

About the Authors

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