Cases in Sport Marketing

by McDonald, Mark A; Milne, George R.

• ISBN13: 9780763708634
• ISBN10: 0763708631
• Format: Paperback
• Copyright: 1998-11-30
• Publisher: Jones & Bartlett Learning

Summary

Sport Marketing Sport Policy Marketing Sport Management

Table of Contents

Acknowledgements	ix
Preface	xi
About the Authors	xiii
The Case Method: Theory and Practice	1	(40)
An Inroduction to the Case Method	3	(8)
A Framework for Case Analysis	11	(16)
Analytical Tools for Case Analysis	27	(14)
Cases	41	(298)
Example Case and Analysis	43	(20)
George R.Milne
Mark A. McDonald
Reebok(A)	63	(24)
Andy Rohm
Reebok (B): The Reebok Running Category	87	(16)
Andy Rohm
Avid Sports	103	(18)
Mark A. McDonald
George R. Milne
Smugglers' Notch Resort	121	(32)
Rod Warnick
Poier 39 Licenced Products Stores	153	(26)
Susan C.Milne
Ronald P. Courtney
Salt Lake City 2002 Winter Olympic Games---The Prevention of Ambush Marketing	179	(16)
Jay Gladden
David Shani
B3:The Bikes, Blades and Boards Tour	195	(14)
Dan Covell
The Ladies Professional Golf Association (LPGA)	209	(20)
Mark A.McDonald
George R. Milne
The LPGA Fan Village	229	(16)
Willam A. Sutton
Cindy Davis
The Ouray Case	245	(14)
Suzanne Lainson
Xerox and the Asian Winter Games	259	(22)
David K. Stotlar
The Creation and Maintenance of Brand Equity---The Case of University of Massachusetts Basketball	281	(24)
Jay Gladden
Glenn M. Wong
Miami University---The Redskins Name Controversy	305	(1)
Thomas C. Boyd
David W. Rosenthal
Miami University---The Creation and Transfer of Brand Equity	305	(24)
Thomas C. Boyd
David W. Rosenthal
Race for the Cure	329	(10)
T. Bettina Cornwell
Donald P. Roy
Sport Marketing Theory	339
Review of Sport Marketing for Case Analysis	341