Sports Marketing

ISBN-13: 9781032112787 / Angielski

Michael J. Fetchko; Donald P. Roy; Vassilis Dalakas

Opis

Highly practical and engaging, Sports Marketing equips students with the skills and techniques they need to be successful marketers in any sporting environment. The book blends marketing theory with practitioner insights into current issues and future directions in the sports industry.

Recenzje

“The book provides a great overview of marketing of sports, easy to read, and an excellent structure to the book that is easy to follow and understand. I would recommend this book to anyone involved in sports marketing!” Martin Hunter, Lecturer Sports Marketing, Örebro University

“The authors offer a unique perspective with their combination of industry and academic experience. They draw readers into the subject with lively writing and examples that are believable, rich, and convincing. They convey the passion of sports and why sports are so compelling to athletes, fans, and marketers alike. The authors deeply understand the subject matter and care about communicating sports marketing concepts in ways that will captivate students and help them develop their skills in this field.” Lexi Hutto, PhD, Associate Professor of Marketing, Millersville University of Pennsylvania

Spis treści

1. Sports Meets Marketing 2. Sports Entertainment Consumption 3. The Marketing Environment 4. Segmenting Audiences for Sports 5. Building a Relevant Brand 6. Embracing Social Responsibility 7. Product Strategy 8. Experiential Marketing 9. Brand Communications Strategy 10. Brand Communications Execution 11. Sponsorship-Linked Marketing 12. Measuring Sports Brand Performance 13. Delivery of Sports Experiences 14. Preparing Future Sports Marketers

O autorze

Michael J. Fetchko is President and Managing Director of ISM USA, a full-service event and sports marketing agency, and co-director of the Pittsburgh Center for Sports Media and Marketing at Point Park University, USA.

 

Donald P. Roy is Professor of Marketing at Middle Tennessee State University, USA.

 

Vassilis Dalakas is Professor of Marketing at California State University San Marcos, USA.