Sport Promotion and Sales Management
Sport Promotion and Sales Management
; ;
Human Kinetics Publishers
01/2008
352
Dura
Inglês
9780736064774
1157
Descrição não disponível.
Foreword Preface Acknowledgments Chapter 1. Introduction to Sport Promotion and Sales Pregame Introductions Distinguishing Promotion From Marketing Integrated Promotional Agendas Planning and Managing the Campaign Rationale for the Study of Sport Promotion and Sales Postgame Wrap-Up Chapter 2. Theoretical Foundations for Effective Sport Promotion and Sales Pregame Introductions Communications Defined The Receiver Integrated Marketing Communications Model Postgame Wrap-Up Chapter 3. Incentivizing Sport Consumers Pregame Introductions Traditional Incentives: Price-Based or Sales Promotions Sport Consumer Behavioral Response Incentives Implementing the Incentive Plan Incentive Plan Checklist Postgame Wrap-Up Chapter 4. Training the Sport Ticket Sales Staff Pregame Introductions What Every Prospective Salesperson Needs to Know Recruiting Interviewing Training and Orientation Building a Sales Culture Retaining and Motivating the Sales Staff Academic Preparation Postgame Wrap-Up Chapter 5. Generating Ticket Sales in Sport Pregame Introductions Defining Sales The Sales Process Selling Products Unique to the Sport Industry Putting It All Together: The Ticket Sales Department Postgame Wrap-Up Chapter 6. Sport Ticket Customer Service and Retention Pregame Introductions Defining Relationships Defining Customer Service What Customers Expect Post-Game Wrap-Up Chapter 7. Sport Sponsorship Fundamentals Pregame Introductions Sponsorship Defined Sport Sponsorship Platforms Sponsorship Management Setting and Prioritizing Sponsorship Objectives Postgame Wrap-Up Chapter 8. Sport Sponsorship Sales Pregame Introductions Sport Sponsorship Sales Force Management Sales Process: Eduselling Step One: Identify the Prospect Step Two: Prepare "How-to" Guides Step Three: Partner With the Prospect Step Four: Schedule a Product Sampling Experience Step Five: Design Follow-Up Procedures Step Six: Make the Offer Step Seven: Close the Deal Step Eight: Complete Aftermarketing Sales and Follow-Up Step Nine: Complete an Evaluation and Provide Feedback Postgame Wrap-Up Chapter 9. Sport Sponsorship Activation Pregame Introductions Sponsorship Activation Research and Evaluation Sponsorship Renewal Postgame Wrap-Up Chapter 10. Promotional Merits of Sport Licensing Pregame Introductions Sport Licensing Marketplace Licensing as a Promotion and Profit-Generating Tool Promotion Through Licensing Promotion of the Licensing Program Licensed Property Protection Licensing Program Leadership Postgame Wrap-Up Chapter 11. E-Commerce as a Promotional Tool in Sport Pregame Introductions The Internet and Sport Promotion Web Content Extending the Boundaries of the Stadium Postgame Wrap-Up Chapter 12. Sport Brand Communications Pregame Introductions Importance of a Strategic Focus Modes of Brand Communication Postgame Wrap-Up Chapter 13. Sport Promotion and Sales Risk Management Pregame Introductions Risk Management Cycle Legal Principles for the Sport Promotion Manager Case Studies Postgame Wrap-Up Appendix A. Redbirds FansFirst Plan 2001 Appendix B. Memphis Redbirds Sponsor Survey Endnotes Index About the Authors
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
Foreword Preface Acknowledgments Chapter 1. Introduction to Sport Promotion and Sales Pregame Introductions Distinguishing Promotion From Marketing Integrated Promotional Agendas Planning and Managing the Campaign Rationale for the Study of Sport Promotion and Sales Postgame Wrap-Up Chapter 2. Theoretical Foundations for Effective Sport Promotion and Sales Pregame Introductions Communications Defined The Receiver Integrated Marketing Communications Model Postgame Wrap-Up Chapter 3. Incentivizing Sport Consumers Pregame Introductions Traditional Incentives: Price-Based or Sales Promotions Sport Consumer Behavioral Response Incentives Implementing the Incentive Plan Incentive Plan Checklist Postgame Wrap-Up Chapter 4. Training the Sport Ticket Sales Staff Pregame Introductions What Every Prospective Salesperson Needs to Know Recruiting Interviewing Training and Orientation Building a Sales Culture Retaining and Motivating the Sales Staff Academic Preparation Postgame Wrap-Up Chapter 5. Generating Ticket Sales in Sport Pregame Introductions Defining Sales The Sales Process Selling Products Unique to the Sport Industry Putting It All Together: The Ticket Sales Department Postgame Wrap-Up Chapter 6. Sport Ticket Customer Service and Retention Pregame Introductions Defining Relationships Defining Customer Service What Customers Expect Post-Game Wrap-Up Chapter 7. Sport Sponsorship Fundamentals Pregame Introductions Sponsorship Defined Sport Sponsorship Platforms Sponsorship Management Setting and Prioritizing Sponsorship Objectives Postgame Wrap-Up Chapter 8. Sport Sponsorship Sales Pregame Introductions Sport Sponsorship Sales Force Management Sales Process: Eduselling Step One: Identify the Prospect Step Two: Prepare "How-to" Guides Step Three: Partner With the Prospect Step Four: Schedule a Product Sampling Experience Step Five: Design Follow-Up Procedures Step Six: Make the Offer Step Seven: Close the Deal Step Eight: Complete Aftermarketing Sales and Follow-Up Step Nine: Complete an Evaluation and Provide Feedback Postgame Wrap-Up Chapter 9. Sport Sponsorship Activation Pregame Introductions Sponsorship Activation Research and Evaluation Sponsorship Renewal Postgame Wrap-Up Chapter 10. Promotional Merits of Sport Licensing Pregame Introductions Sport Licensing Marketplace Licensing as a Promotion and Profit-Generating Tool Promotion Through Licensing Promotion of the Licensing Program Licensed Property Protection Licensing Program Leadership Postgame Wrap-Up Chapter 11. E-Commerce as a Promotional Tool in Sport Pregame Introductions The Internet and Sport Promotion Web Content Extending the Boundaries of the Stadium Postgame Wrap-Up Chapter 12. Sport Brand Communications Pregame Introductions Importance of a Strategic Focus Modes of Brand Communication Postgame Wrap-Up Chapter 13. Sport Promotion and Sales Risk Management Pregame Introductions Risk Management Cycle Legal Principles for the Sport Promotion Manager Case Studies Postgame Wrap-Up Appendix A. Redbirds FansFirst Plan 2001 Appendix B. Memphis Redbirds Sponsor Survey Endnotes Index About the Authors
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
