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Sports marketing

Author: Sam Fullerton
Publisher: Boston : McGraw-Hill/Irwin, ©2007.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:

Helps readers gain an understanding of how to apply marketing strategies and tactics within the sports marketing environment. This title presents the discipline of sports marketing in two  Read more...

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Additional Physical Format: Online version:
Fullerton, Sam.
Sports marketing.
Boston : McGraw-Hill/Irwin, ©2007
(OCoLC)894931464
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Sam Fullerton
ISBN: 007312821X 9780073128214 9780071106580 0071106588
OCLC Number: 68711948
Description: xvi, 480 pages : illustrations ; 27 cm
Contents: 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.
Responsibility: Sam Fullerton.
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