TY  - BOOK
AU  - Fullerton,Sam
TI  - Sports marketing
SN  - 9780071267632
AV  - GV716 .F85 2010
PY  - 2010///
CY  - Boston
PB  - McGraw-Hill/Irwin
KW  - Sports
KW  - Marketing
N1  - 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
ER  -