Sports marketing / Sam Fullerton.
Material type:
TextPublication details: Boston : McGraw-Hill/Irwin, c2007.Description: xvi, 480 p. : ill. ; 27 cmISBN: - 007312821X (alk. paper)
- 9780073128214 (alk. paper)
- 796.06/98 22
- GV716 .F85 2007
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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.
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