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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