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Sport marketing

著者: Bernard James Mullin; Stephen Hardy; William Anthony Sutton
出版商: Champaign, IL : Human Kinetics, ©2000.
版本/格式:   图书 : 英语 : 2nd ed查看所有的版本和格式
数据库:WorldCat
提要:
This student text provides a foundation of theory and principles for those seeking sports management position It provides an overview of the reasons and foundations for sport marketing as well as theoretical and research issues, and why market segmentation is important.
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所有的著者/提供者: Bernard James Mullin; Stephen Hardy; William Anthony Sutton
ISBN: 0880118776 9780880118774
OCLC号码: 41991405
描述: xiv, 441 pages : illustrations ; 29 cm
内容: The Special Nature of Sport Marketing --
Sports Go Global; So Does the Competition --
Another Golden Age of Sport? --
A Troubled Golden Age --
Sport Marketing Defined --
Marketing Myopia in Sport --
Some Signs of Promise --
The Uniqueness of Sport: Product, Market, Finance, and Promotion --
The Changing Shape of the Sport Industry --
Marketing Management in Sport: An Overview --
Sport Strategy Is More Than Locker-Room Talk --
Implementing a Sport Marketing Program: Strategy and Tactics Equal the Game Plan --
The SWOT Analysis --
After the SWOT Analysis --
Coordinating the Marketing Effort --
Studies of Sport Consumers --
Types of Sport Consumer Studies --
Reading Sport Consumer Studies --
Wrap-Up --
Perspectives in Sport Consumer Behavior --
Socialization, Involvement, and Commitment --
Environmental Factors --
Individual Factors --
Decision Making for Sport Involvement --
The Role of Research in Sport Marketing --
An Information-Based Approach to Marketing Sport --
Characteristics of an Ideal Marketing Information System --
Data Sources for a Marketing Information System --
Common Problems in Sport Marketing Research --
Analyzing Survey Data --
Market Segmentation --
What Is Marketing Segmentation? --
Four Bases of Segmentation --
The Sport Product --
What Is the Sport Product? --
The Sport Product: Its Core and Extensions --
Key Issues: Differentiation, Development, Positioning, Branding --
Licensed and Branded Merchandise --
What Is a Licensed Product? --
What Makes Licensing Work? --
Licensed-Product Revenues.
责任: Bernard J. Mullin, Stephen Hardy, William A. Sutton.

摘要:

This student text provides a foundation of theory and principles for those seeking sports management position It provides an overview of the reasons and foundations for sport marketing as well as theoretical and research issues, and why market segmentation is important.

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