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Sports Marketing, CourseSmart eTextbook

By Michael Fetchko, Kenneth E. Clow, Donald Roy

Published by Prentice Hall

Published Date: Jul 24, 2012

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Description

For courses in Sports Marketing.

 

Help students understand the business of sports through a practitioner’s perspective.

 

Written from the perspective of those who’ve been actively involved in the sports business, Sports Marketing addresses business and marketing issues pertinent to sports as observed by the practitioners and scholars themselves. Through its extensive presentation of current information, this text also helps encourage students to get actively involved and engaged in the process of sports entertainment.

 

Available with MyMarketingLab! Educators know it. Students know it. It’s that inspired moment when something that was difficult to understand suddenly makes perfect sense. MyMarketingLab has been designed and refined with a single purpose in mind—to help educators create that moment of understanding with their students. Visit mymktlab.com for more information.

Table of Contents

PART 1: INTRODUCTION TO SPORTS MARKETING
Chapter 1: Sports Meets Marketing
PART 2: UNDERSTANDING CUSTOMERS
Chapter 2: Examining Sports Entertainment Consumption
Chapter 3: Understanding the Marketing Environment
Chapter 4: Segmenting Audiences for Sports
PART 3: RESPONDING TO CUSTOMERS
Chapter 5: Building a Relevant Brand
Chapter 6: Defining the Product Offering
Chapter 7: Tapping into Passion through Experiential Marketing
PART 4: ENGAGING CUSTOMERS
Chapter 8: Planning the Brand Story — Communications Strategy    
Chapter 9: Creating the Brand Story — Communications Campaigns
Chapter 10: Telling the Brand Story — Communications Channels
Chapter 11: Leveraging the Sports Brand through Sponsorship-Linked Marketing
PART 5: SATISFYING AND SERVING CUSTOMERS
Chapter 12: Measuring Sports Brand Performance
Chapter 13: Living the Brand Promise: Delivery of Sports Experiences
Chapter 14: Preparing Future Sports Marketers

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Sports Marketing, CourseSmart eTextbook
Format: Safari Book

$61.99 | ISBN-13: 978-0-13-213548-1