Sports Marketing

International Student Edition
2. Auflage 2018
ISBN: 978-1-138-30091-0
Verlag: CRC Press

Buch, Englisch, 420 Seiten, Format (B × H): 216 mm x 279 mm, Gewicht: 1229 g

Highly practical and engaging, Sports Marketing equips students with the skills, techniques and tools they need to be successful marketers in any sporting environment.

The book combines scholarly theory with the perspectives of those who have been involved actively in the sports business. A wide range of examples from all levels of sports from around the world, as well as insider expert insights help tie what they learn strongly to practice, and assures them that the theory is relevant. New material includes:

Expanded coverage of marketing analytics and the use of market-driven tactics showing students how to strengthen customer relationships and maximize profits

More material on licensing and merchandising, so students understand how to exploit brand leveraging opportunities

Greater attention to the impact of new technologies on customer relationships, such as social media, content marketing, ticketing strategies, and e-sports, ensuring students are exposed to the latest advancements in marketing for sports

Introduction to idea generation and creative thinking processes, helping students develop the skills to drive innovation and create value through new marketing campaigns

A stronger global focus throughout the book, including several new cases from outside the US, as well as coverage of international sporting organizations, such as FIFA and the ever popular English Premier League

Alongside the popular ‘You Make the Call’ sections that encourage students to consider multiple perspectives on an issue and stimulate lively classroom discussion, chapter summaries, review questions, and a glossary further support learning. Sports Marketing will give students of sports marketing and sports management classes a firm grasp on the ins and outs of working in sport.

Autoren/Hrsg.

Fetchko, Michael

Roy, Donald P.

Clow, Kenneth E.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Dienstleistungssektor & Branchen
• Sozialwissenschaften Sport | Tourismus | Freizeit Sport Sportveranstaltungen, Sportmanagement, Teams & Clubs

Inhaltsverzeichnis

1 Sports Meets Marketing
2 Sports Entertainment Consumption
3 The Marketing Environment
4 Segmenting Audiences for Sports

5 Building a Relevant Brand
6 Product Strategy
7 Experiential Marketing
8 Brand Communications Strategy

9 Brand Communications Campaigns

10 Communications Channels
11 Sponsorship-Linked Marketing
12 Measuring Sports Brand Performance
13 Delivery of Sports Experiences
14 Preparing Future Sports Marketers

Über Autor(innen)

Michael Fetchko is President and Managing Director of ISM USA, a full-service marketing agency, as well as Co-director of the Pittsburgh Center for Sports Media and Marketing at Point Park University, USA.
Donald P. Roy is Professor of Marketing at Middle Tennessee State University, USA.
Kenneth E. Clow is a Professor of Marketing and holder of the Biedenharn Endowed Chair of Business in the College of Business Administration at University of Louisiana—Monroe, USA.