Advanced Theory and Practice in Sport Marketing

ISBN-13: 9781032137537 / Angielski / Miękka / 2022 / 336 str.

Eric C. Schwarz; Jason D. Hunter; Kyle J. Brannigan

Opis

Now in a fully revised and updated fourth edition, Advanced Theory and Practice in Sport Marketing is still the only textbook to introduce key theory and best practice in sport marketing at an advanced level.

Spis treści

Prologue: Introduction to the Theory and Practice of Sport Marketing,  Part I: Overview of the Sport Marketing Ecosystem,  1. Situation Analysis of Sport Marketing,  2. Developing the Strategic Sport Marketing Structure,  Part II: Identifying Sport Marketing Opportunities,  3. Research and Analytics-Driven Information Systems,  4. Understanding Sport Consumer Behavior,  Part III: Responding to the Sport Marketplace – Product, Price, and Positioning Strategies,  5. Product and Service Design and Quality,  6. Pricing Structures and Strategies,  7. Positioning and Distribution of Products and Services,  Part IV: Sport Marketing Communications and the Promotions Mix,  8. Branding and Sport Brand Management,  9. Sales and Customer Service,  10. Sport Marketing Partnerships: From Prospecting to Activation,  11. Non-Digital Communications and the Sport Promotional Mix,  12. Digital Marketing Communications and Technologies,  Part V: Emerging Concepts in Sport Marketing,  13. Generating Impacts through Destination Sport Marketing,  14. Emotional Intelligence in Sport Marketing,  Epilogue: Covid-19 and Post-Pandemic Sport Marketing