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Table of Contents
|Introduction to Sport Promotion and Sales|
|Distinguishing Promotion From Marketing|
|Integrated Promotional Agendas|
|Planning and Managing the Campaign|
|Rationale for the Study of Sport Promotion and Sales|
|Theoretical Foundations for Effective Sport Promotion and Sales|
|Integrated Marketing Communications Model|
|Incentivizing Sport Consumers|
|Traditional Incentives: Price-Based or Sales Promotions|
|Sport Consumer Behavioral Response Incentives|
|Implementing the Incentive Plan|
|Incentive Plan Checklist|
|Training the Sport Ticket Sales Staff|
|What Every Prospective Salesperson Needs to Know|
|Training and Orientation|
|Building a Sales Culture|
|Retaining and Motivating the Sales Staff|
|Generating Ticket Sales in Sport|
|The Sales Process|
|Selling Products Unique to the Sport Industry|
|Putting It All Together: The Ticket Sales Department|
|Sport Ticket Customer Service and Retention|
|Defining Customer Service|
|What Customers Expect|
|Sport Sponsorship Fundamentals|
|Sport Sponsorship Platforms|
|Setting and Prioritizing Sponsorship Objectives|
|Sport Sponsorship Sales|
|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|
|Sport Sponsorship Activation|
|Research and Evaluation|
|Promotional Merits of Sport Licensing|
|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|
|E-Commerce as a Promotional Tool in Sport|
|The Internet and Sport Promotion|
|Extending the Boundaries of the Stadium|
|Sport Brand Communications|
|Importance of a Strategic Focus|
|Modes of Brand Communication|
|Sport Promotion and Sales Risk Management|
|Risk Management Cycle|
|Legal Principles for the Sport Promotion Manager|
|Redbirds FansFirst Plan 2001|
|Memphis Redbirds Sponsor Survey|
|About the Authors|
|Table of Contents provided by Publisher. All Rights Reserved.|