Fundamentals of Sport Marketing

by Pitts, Brenda G.; Stotlar, David K.

• ISBN13: 9781885693334
• ISBN10: 1885693338
• Edition: 2nd
• Format: Hardcover
• Copyright: 2002-06-01
• Publisher: Fitness Information Technology

Summary

This Second Edition of 'Fundamentals of Sport Marketing' covers the theories fundamentals and practical applications of marketing to sport business. Like no other book in the field 'Fundamentals of Sport Marketing' introduces students to the diversity of sport business -- not merely professional and collegiate sport but sport marketing research companies sponsorship management companies sport goods manufacturers and retailers sports television companies web sport enterprise and sport tourism companies. Since the first edition was published students working in the industry report that they continue to use it and follow it as a handbook. The updated revised and expanded chapters in the 2nd Edition include new content case studies and material on the innovations in the sport marketing industry such as marketing via the Internet alternative sports and the global sport marketplace.

Table of Contents

Overview Contemporary Definitions and Concepts; History of Sport Marketing; Global Characteristics of Sport Business; The Sport Marketing Management Model; Sport Marketing Research; Consumer and Industry Segmentation; Information Management; The Four P's of Marketing; Media Sponsorship Licensing Endorsements; The Web and Sport Marketing.