Sport marketing / Windy Dees, PhD, University of Miami, Patrick Walsh, PhD, Syracuse University, Chad McEvoy, EdD, Northern Illinois University, Stephen McKelvey, JD, University of Massachusetts Amherst ; originated by Bernard J. Mullin, PhD, The Aspire Sport Marketing Group LLC, Stephen Hardy, PhD, University of New Hampshire, Professor Emeritus, William A. Sutton, EdD, University of South Florida, Professor Emeritus, Bill Sutton & Associates.
The special nature of sports marketing -- Strategic marketing management -- Understanding the sport consumer -- Market research and analytics in the sport industry -- Market segmentation and target marketing -- The sport product -- Managing sport brands -- Promotion and paid media -- Public relations -- Sponsorship, corporate partnerships, and the role of activation -- Social media in sports -- Sales and service -- Delivering and distributing core products and extensions -- Legal aspects of sport marketing -- The evolving nature of sport marketing.
Summary:
"This book helps students prepare for careers in the fast-paced world of sport marketing, as well as provides a resource for practitioners looking for the latest information in the field. The book offers abundant examples of the latest issues in the competitive marketplace"-- Provided by publisher.
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.