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Sport Marketing
ISBN: 9780873224499 | 0873224493
Edition: 1stFormat: Hardcover
Publisher: HUMAN KINETICS PUB., INC.
Pub. Date: 3/1/1993
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| Foreword | |
| Preface | |
| Acknowledgments | |
| The Special Nature of Sport Marketing | |
| Global Marketing Strategy | |
| The Competitive Marketplace | |
| Sport Marketing Defined | |
| Marketing Myopia in Sport | |
| The Slowly Growing Sport Marketing Profession | |
| The Uniqueness of Sport Marketing | |
| A Model of the Sport... MORE | |
| Consolidation in the Sport Industry | |
| Strategic Marketing Management | |
| Sport Strategy Is More Than Locker Room Talk | |
| Implementing a Sport Marketing Program | |
| Visualize and Position the Organization Vis-ра-Vis the Market | |
| Clarify Your Goals and Objectives | |
| Develop a Marketing Plan | |
| Integrate the Marketing Plan Into a Broader, Strategic Allocation of Resources That Ensure Success | |
| Control and Evaluate the Plan's Implementation | |
| Studies of Sport Consumers | |
| Types of Sport Consumer Studies | |
| Reading Sport Consumer Studies | |
| Perspectives in Sport Consumer Behavior | |
| Socialization, Involvement, and Commitment | |
| Environmental Factors | |
| Individual Factors | |
| Decision Making for Sport Involvement | |
| Data-Based Marketing and the Role of Research in Sport Marketing | |
| An Integrated Data-Based Approach to Marketing Sport | |
| Characteristics of an Ideal Data-Based Marketing System | |
| Customer Relationship Management (CRM) Systems | |
| Building the DBM System | |
| Role of Market Research | |
| Data Sources for an Effective Data-Based Marketing System | |
| Types of Primary Market Research Used in Sport | |
| Common Problems in Sport Marketing Research | |
| Market Segmentation | |
| What Is Market Segmentation? | |
| Four Bases of Segmentation | |
| Integrated Segmentation Strategies and Tactics | |
| The Sport Product | |
| What Is the Sport Product? | |
| The Sport Product: Its Core and Extensions | |
| Key Issues in Sport Product Strategy | |
| Managing Sport Brands | |
| Importance of Brand Equity | |
| Benefits of Brand Equity | |
| How Brand Equity Is Developed | |
| Licensed and Branded Merchandise | |
| What Are Licensing and Branding? | |
| A History of Licensed Products | |
| Industry Structure | |
| Current Issues and Trends in Licensing and Branding | |
| Pricing Strategies | |
| The Basics of Pricing | |
| Core Issues | |
| Standard Approaches to Pricing | |
| Special Pricing Factors | |
| Writing About Price and Value | |
| Promotions | |
| The Catchall P: Promotion | |
| Advertising | |
| Advertising Media for Sport | |
| Promotional Concepts and Practices | |
| Promotional Components | |
| The Ultimate Goal: Moving Consumers up the Escalator | |
| Putting it All Together-An Integrated Promotional Model | |
| Sales | |
| Sales Defined | |
| Direct Data-Based Sport Marketing | |
| Typical Sales Approaches Used in Sport | |
| Tips for Effective Implementation | |
| Promotional Licensing and Sponsorship | |
| Sponsorship Defined | |
| Sponsorship's Place Within the Marketing Mix | |
| The Growth of Sponsorship | |
| What Does Sport Sponsorship Have to Offer? | |
| Corporate Objectives | |
| Evaluating and Ensuring Sponsorship Effectiveness | |
| Selling the Sponsorship | |
| Ethical Issues in Sponsorship | |
| Place or Product Distribution | |
| Placing Core Products and Their Extensions | |
| Theory of Sport and "Place" | |
| The Facility | |
| Evaluating Consumer Opinion | |
| Marketing Channels | |
| The Product-Place Matrix | |
| Electronic Media | |
| The Electronic Media Landscape | |
| It's Not Just Play-by-Play | |
| The Digital Future | |
| Public Relations | |
| Public Relations Defined | |
| Public Relations Functions | |
| Media Impact on Sport Public Relations | |
| Strategic Planning and Public Relations | |
| Integrating Sales, Promotion, Sponsorship, Media, and Community Relations | |
| Coordinating and Controlling the Marketing Mix | |
| Cross-Impacts Among the Five Ps | |
| Controlling the Marketing Function | |
| The Legal Aspects of Sport Marketing | |
| What Is Intellectual Property? | |
| Trademark Infringement | |
| Trademarks and the Internet | |
| Unfair Competition and Unfair Trade Practices | |
| Copyright Law and Sport Marketing | |
| Patents | |
| Right of Publicity and Invasion of Privacy | |
| Emerging Issues | |
| The Shape of Things to Come | |
| Looking Ahead to 2011: A Sports Business Odyssey | |
| Looking Back for Inspiration but Looking Forward for Disruption | |
| My Fearless Predictions for the Next Five Years in Sport Sponsorship | |
| The Future of Team Sport Business | |
| Sport Industry Jobs in the Next Five Years | |
| From Our Crystal Ball | |
| From Our Crystal Ball Redux: By the Year 2012 | |
| Sport Industry Organizations | |
| Sample Surveys | |
| Endnotes | |
| Index | |
| About the Authors | |
| Table of Contents provided by Publisher. All Rights Reserved. |
