Sport Marketing
-15%
portes grátis
Sport Marketing
; ;
Human Kinetics Publishers
06/2014
504
Dura
Inglês
9781450424981
15 a 20 dias
Descrição não disponível.
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 Wrap-Up Activities Your Marketing Plan Endnotes 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 Wrap-Up Activities Your Marketing Plan Endnotes Chapter 3. Understanding the Sport Consumer Socialization, Involvement, and Commitment Environmental Factors Individual Factors Decision Making Wrap-Up Activities Your Marketing Plan Endnotes Chapter 4. Market Research in the Sports Industry Sources of Information Users of Market Research in Sport and Entertainment Application of Market Research in the Sport Industry Performing the Right Research Wrap-Up Activities Your Marketing Plan Endnotes Chapter 5. Market Segmentation What Is Market Segmentation? Four Bases of Segmentation Integrated Segmentation Strategies and Tactics Wrap-Up Activities Your Marketing Plan Endnotes 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 Wrap-Up Activities Your Marketing Plan Endnotes Chapter 7. Managing Sport Brands What Is Branding? Importance of Brand Equity Benefits of Brand Equity How Brand Equity Is Developed Wrap-Up Activities Your Marketing Plan Endnotes 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 Aftermarketing, Lifetime Value, and the Importance of Retaining Customers Wrap-Up Activities Your Marketing Plan Endnotes 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 Wrap-Up Activities Your Marketing Plan Endnotes 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 Wrap-Up Activities Your Marketing Plan Endnotes 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 Wrap-Up Activities Your Marketing Plan Endnotes Chapter 12. Social Media in Sports What Is Social Media? Building an Audience Engaging Fans Driving Behavior Social Media Platforms Avoiding Pitfalls Leveraging Players and Talent Wrap-Up Activities Your Marketing Plan Endnotes 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 Wrap-Up Activities Your Marketing Plan Endnotes 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 Wrap-Up Activities Your Marketing Plan Endnotes Chapter 15. Putting It All Together Cross Effects Among the Five Ps Controlling the Marketing Function Wrap-Up Activities Your Marketing Plan Endnotes Chapter 16. The Shape of Things to Come From Our Crystal Ball From Our Crystal Ball Redux: By the Year 2020 Wrap-Up Endnotes
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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 Wrap-Up Activities Your Marketing Plan Endnotes 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 Wrap-Up Activities Your Marketing Plan Endnotes Chapter 3. Understanding the Sport Consumer Socialization, Involvement, and Commitment Environmental Factors Individual Factors Decision Making Wrap-Up Activities Your Marketing Plan Endnotes Chapter 4. Market Research in the Sports Industry Sources of Information Users of Market Research in Sport and Entertainment Application of Market Research in the Sport Industry Performing the Right Research Wrap-Up Activities Your Marketing Plan Endnotes Chapter 5. Market Segmentation What Is Market Segmentation? Four Bases of Segmentation Integrated Segmentation Strategies and Tactics Wrap-Up Activities Your Marketing Plan Endnotes 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 Wrap-Up Activities Your Marketing Plan Endnotes Chapter 7. Managing Sport Brands What Is Branding? Importance of Brand Equity Benefits of Brand Equity How Brand Equity Is Developed Wrap-Up Activities Your Marketing Plan Endnotes 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 Aftermarketing, Lifetime Value, and the Importance of Retaining Customers Wrap-Up Activities Your Marketing Plan Endnotes 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 Wrap-Up Activities Your Marketing Plan Endnotes 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 Wrap-Up Activities Your Marketing Plan Endnotes 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 Wrap-Up Activities Your Marketing Plan Endnotes Chapter 12. Social Media in Sports What Is Social Media? Building an Audience Engaging Fans Driving Behavior Social Media Platforms Avoiding Pitfalls Leveraging Players and Talent Wrap-Up Activities Your Marketing Plan Endnotes 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 Wrap-Up Activities Your Marketing Plan Endnotes 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 Wrap-Up Activities Your Marketing Plan Endnotes Chapter 15. Putting It All Together Cross Effects Among the Five Ps Controlling the Marketing Function Wrap-Up Activities Your Marketing Plan Endnotes Chapter 16. The Shape of Things to Come From Our Crystal Ball From Our Crystal Ball Redux: By the Year 2020 Wrap-Up Endnotes
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