| Description |
xix, 482 pages : colored illustrations ; 29 cm |
| Contents |
Chapter 1 The Special Nature of Sport Marketing -- The NBA and Global Marketing Strategy -- Weathering Recessions -- The Competitive Marketplace -- Sport Marketing Defined -- Marketing Myopia in Sport -- Change in the Profession -- Uniqueness of Sport Marketing -- Chapter 2 Strategic Marketing Management -- Sport Strategy Is More Than Locker Room Talk -- Marketing Planning Process -- Strategic Step 1 - Develop Vision, Position, and Purpose -- Strategic Step 2 - Develop Strategic Goals and Objectives -- Strategic Step 3 - Develop a Ticket Marketing, Sales, and Service Plan -- Strategic Step 4 - Integrate the Marketing Plan Into a Broader, Strategic Resource Allocation -- Strategic Step 5 - Control and Evaluate Implementation of the Plan -- Eight-Point Ticket Marketing, Sales, and Service Plan Model -- Chapter 3 Understanding the Sport Consumer -- Socialization, Involvement, and Commitment -- Environmental Factors -- Individual Factors -- Decision Making -- Chapter 4 Market Research in the Sport Industry -- Sources of Information -- Users of Market Research in Sport and Entertainment -- Application of Market Research in the Sport Industry -- Performing the Right Research -- Chapter 5 Market Segmentation -- What Is Market Segmentation? -- Four Bases of Segmentation -- Integrated Segmentation Strategies and Tactics -- Chapter 6 The Sport Product -- What Is the Sport Product? -- The Sport Product - Its Core and Extensions -- Grassroots Ideas -- Key Issues in Sport Product Strategy -- Chapter 7 Managing Sport Brands -- What Is Branding? -- Importance of Brand Equity -- Benefits of Brand Equity -- How Brand Equity Is Developed -- -- Chapter 8 Sales and Service -- Relationship Between Media, Sponsors, and Fans and the Sales Process -- What Is Sales? -- Direct Data-Based Sport Marketing and Sales -- Typical Sales Approaches Used in Sport -- Pricing Basics -- Secondary Ticket Market -- |
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Aftermarketing, Lifetime Value, and the Importance of Retaining Customers -- Chapter 9 Sponsorship, Corporate Partnerships, and the Role of Activation -- What Is Sponsorship? -- Sponsorship in the Marketing Mix -- Growth of Sponsorship -- What Does Sport Sponsorship Have to Offer? -- Corporate Objectives -- Sponsor Activation -- Selling Sponsorships -- Ethical Issues in Sponsorship -- Chapter 10 Promotion and Paid Media -- The Catchall P - Promotion -- Advertising -- Advertising Media for Sport -- Promotional Concepts and Practices -- Promotional Components -- Ultimate Goal - Keeping Consumers on the Escalator and Moving Them Up -- Putting It All Together - An Integrated Promotional Model -- Chapter 11 Public Relations -- What Is Public Relations? -- Public Relations in the Sport Marketing Mix -- Sport Public Relations in the Digital Age -- Public Relations Functions -- Sport, Television, and Entertainment Influence on Sport Public Relations -- |
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Chapter 12 Social Media in Sport -- What Is Social Media? -- Building an Audience -- Engaging Fans -- Driving Behavior -- Social Media Platforms -- Avoiding Pitfalls -- Leveraging Players and Talent -- Chapter 13 Delivering and Distributing Core Products and Extensions -- Placing Core Products and Their Extensions -- Theory of Sport and Place -- Facility -- Marketing Channels -- Product-Place Matrix -- Chapter 14 Legal Aspects of Sport Marketing -- Intellectual Property -- Trademark Infringement -- Copyright Law and Sport Marketing -- Patents -- Sport Marketing Communications Issues -- Ambush Marketing -- Right of Publicity and Invasion of Privacy -- Contractual Issues Involving Consumers -- Promotion Law Issues -- Emerging Issues -- Chapter 15 Putting It All Together -- Cross-Effects Among the Five Ps -- Controlling the Marketing Function -- Chapter 16 The Shape of Things to Come -- From Our Crystal Ball -- From Our Crystal Ball Redux - By the Year 2020 -- About the Authors - Index |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Sports -- Marketing.
|
| Author |
Hardy, Stephen, 1948-
|
|
Sutton, William Anthony, 1951-
|
| LC no. |
2013031098 |
| ISBN |
9781450424981 (hardback) |
|
1450424988 (print) |
|
9781650727981 |
|
1650727984 |
|
