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Sports marketing

Author: Sam Fullerton
Publisher: Boston : McGraw-Hill Irwin, ©2010.
Edition/Format:   Print book : English : 2nd edView all editions and formats
Summary:
"Sports Marketing presents a strong business perspective as it examines the economic impact of the industry and identifies an array of career opportunities for those interested in the field."--BOOK JACKET.
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Document Type: Book
All Authors / Contributors: Sam Fullerton
ISBN: 9780073381114 007338111X 0071267638 9780071267632
OCLC Number: 244764195
Description: xviii, 670 pages : illustrations ; 27 cm
Contents: Introduction to sports marketing --
The four domains of sports marketing --
Marketing through sports using mainstream strategies --
Introduction to sponsorship: concepts, objectives, and components --
Sponsorship foundation: developing and selling the proposal --
Pre-event evaluation: the assessment of sponsorship opportunities --
Leveraging: activation of the sponsorship --
Ambush marketing --
Postevent evaluation: identifying success and failure --
Venue naming rights --
Endorsements --
Licensing --
Segmentation of the sports market --
Product decisions in sports marketing --
Distribution decisions and facilities management in sports marketing --
Developing a promotional strategy for the marketing of sports products --
Pricing decisions in sports marketing --
Relationship marketing in the business of sports --
The role of technology in sports marketing --
Controversial issues in sports marketing.
Responsibility: Sam Fullerton.

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