Sports marketing /
Fullerton, Sam
Sports marketing / [book] Sam Fullerton - Boston : McGraw-Hill/Irwin, 2010. - xviii, 670 p. : ill.
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
9780071267632
Sports--Marketing
GV716 / .F85 2010
Sports marketing / [book] Sam Fullerton - Boston : McGraw-Hill/Irwin, 2010. - xviii, 670 p. : ill.
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
9780071267632
Sports--Marketing
GV716 / .F85 2010
