9780132135467

Sports Marketing

by
  • ISBN13:

    9780132135467

  • ISBN10:

    0132135469

  • Edition: 1st
  • Format: Nonspecific Binding
  • Copyright: 7/26/2012
  • Publisher: Routledge

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Summary

Understand the business of sports through a practitioner's perspective. Written from the perspective of those who've been actively involved in the sports business, Sports Marketingaddresses business and marketing issues pertinent to sports as observed by the practitioners and scholars themselves. Through its extensive presentation of current information, this text also helps encourage readers to get actively involved and engaged in the process of sports entertainment.

Table of Contents

PART 1: INTRODUCTION TO SPORTS MARKETING
Chapter 1: Sports Meets Marketing
PART 2: UNDERSTANDING CUSTOMERS
Chapter 2: Examining Sports Entertainment Consumption
Chapter 3: Understanding the Marketing Environment
Chapter 4: Segmenting Audiences for Sports
PART 3: RESPONDING TO CUSTOMERS
Chapter 5: Building a Relevant Brand
Chapter 6: Defining the Product Offering
Chapter 7: Tapping into Passion through Experiential Marketing
PART 4: ENGAGING CUSTOMERS
Chapter 8: Planning the Brand Story — Communications Strategy    
Chapter 9: Creating the Brand Story — Communications Campaigns
Chapter 10: Telling the Brand Story — Communications Channels
Chapter 11: Leveraging the Sports Brand through Sponsorship-Linked Marketing
PART 5: SATISFYING AND SERVING CUSTOMERS
Chapter 12: Measuring Sports Brand Performance
Chapter 13: Living the Brand Promise: Delivery of Sports Experiences
Chapter 14: Preparing Future Sports Marketers

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