Introduction to sports marketing -- The four domains of sports marketing -- Marketing through sports using mainstream strategies -- Introduction to sponsorship: concepts, objectives, and components -- Sponsorship foundation: developing and selling the proposal -- Pre-event evaluation: the assessment of sponsorship opportunities -- Leveraging: activation of the sponsorship -- Ambush marketing -- Postevent evaluation: identifying success and failure -- Venue naming rights -- Endorsements -- Licensing -- Segmentation of the sports market -- Product decisions in sports marketing -- Distribution decisions and facilities management in sports marketing -- Developing a promotional strategy for the marketing of sports products -- Pricing decisions in sports marketing -- Relationship marketing in the business of sports -- The role of technology in sports marketing -- Controversial issues in sports marketing.
Summary:
"Sports Marketing presents a strong business perspective as it examines the economic impact of the industry and identifies an array of career opportunities for those interested in the field."--BOOK JACKET.
This resource is supported by the Institute of Museum and Library Services under the provisions of the Library Services and Technology Act as administered by State Library of Iowa.