Sports Marketing: A Practical Approach

ISBN-13: 9780415630467 / Angielski / Twarda / 2015 / 282 str.

Larry Degaris

Opis

Any sports marketing student or prospective sports marketer has to understand in detail genuine industry trends and be able to recognise solutions to real-world scenarios. "Sports Marketing: A Practical Approach" is the first textbook to offer a comprehensive, engaging and practice-focused bridge between academic theory and real-life, industry-based research and practice. Defining the primary role of the sports marketer as revenue generation, the book is structured around the three main channels through which this can be achieved ticket sales, media and sponsorship and explores key topics such as:

• Sports markets and business markets (b2b)
• Fan development
• Brand management
• Media audiences, rights and revenue
• Live sports events
• Sponsorship
• Merchandise and retail

Integrating real industry-generated research into every chapter, the book also includes profiles of leading industry executives and guidance for developing and preparing for a career in sports marketing. It goes further than any other sports marketing textbook in surveying the international sports market, including international cases and detailed profiles of international consumer and business markets throughout. A companion website offers a testbank, slides, web links and other useful features for teaching and learning.

No other textbook offers such a relevant, practice-focused overview of contemporary sports marketing. It is the ideal companion to any sports marketing course."

Spis treści

1. A Practical Approach to Sports Marketing  2. Sports Markets  3. Fan Development  4. Brand Management  5. Gate Revenue Marketing Mix  6. Consumer Ticket Sales  7. Corporate Ticket Sales  8. Sports Media  9. Sports Media Audiences  10. Sports Publicity  11. Sports Advertising Sales  12. Sponsorship: What It Is and How It Works  13. Sponsorship Goals and Strategies  14. Sponsorship Activation  15. Sponsorship Measurement  16. Sponsorship Sales

O autorze

Larry DeGaris is a leading research consultant to the sponsorship and sports marketing industries, and Professor of Marketing at the University of Indianapolis, USA. He has personally conducted over one hundred research studies for sports organizations funded to well over $3 million, and is a sought after expert for the media.