"Sport Promotion and Sales Management, Second Edition," features much new material, including a greatly expanded discussion of sport sponsorship and a radically updated technology chapter. Using their extensive academic and professional experiences, the authors offer real-life contemporary examples of sales and promotion management in practice.

Foreword
Preface
Acknowledgments
Introduction to Sport Promotion and Sales
Pregame Introductions
Distinguishing Promotion From Marketing
Integrated Promotional Agendas
Planning and Managing the Campaign
Rationale for the Study of Sport Promotion and Sales
Postgame Wrap-Up
Theoretical Foundations for Effective Sport Promotion and Sales
Pregame Introductions
Communications Defined
The Receiver
Integrated Marketing Communications Model
Postgame Wrap-Up
Incentivizing Sport Consumers
Pregame Introductions
Traditional Incentives: Price-Based or Sales Promotions
Sport Consumer Behavioral Response Incentives
Implementing the Incentive Plan
Incentive Plan Checklist
Postgame Wrap-Up
Training the Sport Ticket Sales Staff
Pregame Introductions
What Every Prospective Salesperson Needs to Know
Recruiting
Interviewing
Training and Orientation
Building a Sales Culture
Retaining and Motivating the Sales Staff
Academic Preparation
Postgame Wrap-Up
Generating Ticket Sales in Sport
Pregame Introductions
Defining Sales
The Sales Process
Selling Products Unique to the Sport Industry
Putting It All Together: The Ticket Sales Department
Postgame Wrap-Up
Sport Ticket Customer Service and Retention
Pregame Introductions
Defining Relationships
Defining Customer Service
What Customers Expect
Post-Game Wrap-Up
Sport Sponsorship Fundamentals
Pregame Introductions
Sponsorship Defined
Sport Sponsorship Platforms
Sponsorship Management
Setting and Prioritizing Sponsorship Objectives
Postgame Wrap-Up
Sport Sponsorship Sales
Pregame Introductions
Sport Sponsorship Sales Force Management
Sales Process: Eduselling
Identify the Prospect
Prepare "How-to" Guides
Partner With the Prospect
Schedule a Product Sampling Experience
Design Follow-Up Procedures
Make the Offer
Close the Deal
Complete Aftermarketing Sales and Follow-Up
Complete an Evaluation and Provide Feedback
Postgame Wrap-Up
Sport Sponsorship Activation
Pregame Introductions
Sponsorship Activation
Research and Evaluation
Sponsorship Renewal
Postgame Wrap-Up
Promotional Merits of Sport Licensing
Pregame Introductions
Sport Licensing Marketplace
Licensing as a Promotion and Profit-Generating Tool
Promotion Through Licensing
Promotion of the Licensing Program
Licensed Property Protection
Licensing Program Leadership
Postgame Wrap-Up
E-Commerce as a Promotional Tool in Sport
Pregame Introductions
The Internet and Sport Promotion
Web Content
Extending the Boundaries of the Stadium
Postgame Wrap-Up
Sport Brand Communications
Pregame Introductions
Importance of a Strategic Focus
Modes of Brand Communication
Postgame Wrap-Up
Sport Promotion and Sales Risk Management
Pregame Introductions
Risk Management Cycle
Legal Principles for the Sport Promotion Manager
Case Studies
Postgame Wrap-Up
Redbirds FansFirst Plan 2001
Memphis Redbirds Sponsor Survey
Endnotes
Index
About the Authors
Table of Contents provided by Publisher. All Rights Reserved.

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Sport Promotion and Sales Management - 2nd Edition

9780736064774

073606477X

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