Leveraging Brands in Sport Business

ISBN-13: 9780415534857 / Angielski / Miękka / 2013 / 262 str.

Opis

This edited text compiles advanced material relating to strategy and marketing in the field of sports business. Featuring contributions from experts across the sports business field, the book approaches strategy from the standpoint of managing and marketing a brand. With integrated current-day examples highlighting practices and issues, as well as 'real-world' applied video cases, this book is ideal for marketing students and sports business practitioners looking to gain strategic insights into the industry.

Spis treści

@Contents: Part I: Foundations in Sport Business  1. Brand Equity: Management & Measurement in the Sport Setting  2. Consumer Behavior & Motivation: Why are sport event consumers so special?  3. Sport Consumer Attitude: It's Formation, Function & Effect on Information Processing  4. Creating Value as Part of Sport Marketing  5. Ethical Decision-Making in Sport & Business  Part II: Applications in Sport Business  6. Undertaking Successful Brand Design in Sport  7. Lions, and Tigers, and Bears Oh My: Developing Brand Identity in Sports  8. Building Loyal Consumers in Sport Business  9. Leveraging Sports Brands with the Servicescape Roscoe  10. Brand-Event Fit in Sport Sponsorship  Part III: Topical Extensions  11. Recovery Marketing Strategies: A Continual Need in the Sports Industry  12. Leveraging Destinations through Sport Events  13. Leveraging eStrategies and the Online Environment  14. Leveraging Sport for Social Marketing and Corporate Social Responsibility Part IV: Sport Business Case Presentations (online) 15. Leveraging a Mega-Sports Event: The 2010 Winter Olypics, Vancouver BC. Kevin Walker & Raymond Chan, Tourism British Columbia 16. Repositioning the NFL Seahawks' Brand in a Competitive Market Bill Chapin, Marketing & Partnership Development, Seattle Seahawks, & Seattle Sounders FC 17.Seattle U's Transition from D3 to DI Basketball: A President's Experience Stephen V. Sundborg, S.J., Seattle University 18. Leveraging the USOC & ABL Brands: Reflections on Merchandising and Sponsorship Rick Burton, Syracuse University 19. Leading the Turnaround at the Tacoma Rainiers Aaron Artman, Tacoma Rainiers, Schlegel Sports 20. CSR in Sport Business: Best Practices at Brooks Sports Jim Weber, Brooks Sports 21. CSR in Sport Business: Best Practices at Recreation Equipment Inc. Michael Collins, REI