CASE STUDIES IN SPORT MARKETING

by Pitts, Brenda G.

• ISBN13: 9781885693136
• ISBN10: 1885693133
• Format: Hardcover
• Copyright: 1998-07-01
• Publisher: Fitness Information Technology

Table of Contents

The Sport Management Library	iii
About the Editor	v
About the Contributing Authors	vii
Foreword	xiii
Preface	xv
Acknowledgments	xix
I. An Introduction to the Case Study Method	1	(26)
An Introduction to the Case Study Method	2	(12)
A Strategic Sport Marketing Case Analysis Model	14	(13)
II. The Cases	27	(3)
How the Sport Marketing Case Studies are Organized	29	(1)
Section One: The Sport Performance Industry Segment	30	(50)
The Sport Performance Industry Segment: An Overview	31	(2)
Cases:
Every Game's a Big Event: The Toledo Mud Hens Baseball Club	33	(22)
Jacquelyn Cuneen
Gender Equity Achieved Through Strategic Marketing	55	(6)
Richard L. Irwin
Marketing a Basketball Tournament	61	(4)
Wayne Blann
Colorado Xplosion of the American Basketball League	65	(8)
Dianna P. Gray
Filling Your Football Facility With Fans---17,000 or Bust!	73	(7)
Dianna P. Gray
Section Two: The Sport Production Industry Segment	80	(42)
The Sport Production Industry Segment: An Overview	81	(2)
Cases:
Modern Turn for a Traditional Product: Cygnet Turf & Equipment	83	(12)
Jacquelyn Cuneen
Northern Lights, Inc.	95	(8)
David Stotlar
Big Mountain Corporation	103	(6)
David Stotlar
Football Helmets and the Concussion Dilemma	109	(4)
Wayne Blann
Adidas: Making a Comeback	113	(9)
Dianna P. Gray
Section Three: The Sport Promotion Industry Segment	122	(51)
The Sport Promotion Industry Segment: An Overview	123	(2)
Cases:
The Sinking of the America's Cup	125	(8)
David Stotlar
National Express, Inc.---Assessing Sport Sponsorship Effectivenes	133	(6)
Richard L. Irwin
Starting a Sport Marketing Firm	139	(4)
Wayne Blann
Call Your Own Game: TRZ Sports Services, Inc.	143	(20)
Jacquelyn Cuneen
Catch That Championship Fever!	163	(10)
Richard L. Irwin
Appendix	173