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05193aam a22004094i 4500 001 3E2A4ADE6B5711E69AFE1DDBDAD10320 003 SILO 005 20160826010517 008 130801s2014 ilu b 001 0 eng 010 $a 2013031098 020 $a 1650727984 020 $a 9781650727981 020 $a 1450424988 (print) 020 $a 9781450424981 (hbk.) 035 $a (OCoLC)854980483 040 $a DLC $b eng $e rda $c DLC $d TUU $d OCLCF $d OCLCO $d AU@ $d IG# $d YDXCP $d SILO 042 $a pcc 050 00 $a GV716 .M85 2014 082 00 $a 338.4/3796 $2 23 100 1 $a Mullin, Bernard James. 245 10 $a Sport marketing / $c Bernard J. Mullin, Stephen Hardy, William A. Sutton. 250 $a Fourth edition. 264 1 $a Champaign, IL : $b Human Kinetics, $c [2014] 300 $a xix, 482 pages : $b colored illustrations ; $c 29 cm 504 $a Includes bibliographical references and index. 505 0 $a 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 -- 505 8 $a 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 -- 505 8 $a 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. 650 0 $a Sports $x Marketing. 650 7 $a Sports $x Marketing. $2 fast $0 (OCoLC)fst01130476 700 1 $a Hardy, Stephen, $d 1948- 700 1 $a Sutton, William Anthony, $d 1951- 941 $a 2 952 $l OVUX522 $d 20191120040928.0 952 $l USUX851 $d 20180403032023.0 956 $a http://locator.silo.lib.ia.us/search.cgi?index_0=id&term_0=3E2A4ADE6B5711E69AFE1DDBDAD10320 994 $a 92 $b IWAInitiate Another SILO Locator Search