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Sports Marketing
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| Author(s): |
Sam Fullerton |
| Publisher: |
Boston : McGraw-Hill/Irwin, c2007. |
| Availability: |
1 in stock |
| Price: |
€30.00 |
Reference |
| ISBN: |
0071106588 |
| Category: |
Business & Management |
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Notes
Formerly CIP.Uk.
Includes bibliographical references and index.
Introduction to sports marketing -- Marketing through sports -- Introduction to sponsorship -- Sponsorship objectives and components -- The sponsorship commitment: resources and duration -- Ambush marketing -- Leveraging -- Developing and selling the sponsorship proposal -- Pre-event evaluation -- Postevent evaluation -- Sponsorship foundation and failure -- Endorsements -- Venue naming rights -- Licensing -- Segmentation of the sports market -- Product decisions in sports marketing -- Distribution decisions in sports marketing -- Pricing decisions in sports marketing -- Developing a promotional strategy for the marketing of sports products -- Relationship marketing in the business of sports -- The role of the technology in sports marketing -- Controversial issues in sports marketing.
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