Sports Marketing: International Student Edition

ISBN-13: 9781138300910 / Angielski / Miękka / 2018 / 420 str.

Michael Fetchko;Donald P. Roy;Kenneth E. Clow

Opis

Highly practical and engaging, Sports Marketing equips students with the skills, techniques and tools they need to be successful marketers in any sporting environment. The book combines scholarly theory with the perspectives of those who have been involved actively in the sports business. A wide range of examples from all levels of sports from around the world, as well as insider expert insights help tie what they learn strongly to practice, and assures them that the theory is relevant. New material includes: Expanded coverage of marketing analytics and the use of market-driven tactics showing students how to strengthen customer relationships and maximize profits More material on licensing and merchandising, so students understand how to exploit brand leveraging opportunities Greater attention to the impact of new technologies on customer relationships, such as social media, content marketing, ticketing strategies, and e-sports, ensuring students are exposed to the latest advancements in marketing for sports Introduction to idea generation and creative thinking processes, helping students develop the skills to drive innovation and create value through new marketing campaigns A stronger global focus throughout the book, including several new cases from outside the US, as well as coverage of international sporting organizations, such as FIFA and the ever popular English Premier League Alongside the popular `You Make the Call' sections that encourage students to consider multiple perspectives on an issue and stimulate lively classroom discussion, chapter summaries, review questions, and a glossary further support learning. Sports Marketing will give students of sports marketing and sports management classes a firm grasp on the ins and outs of working in sport.

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 Product Strategy

7 Experiential Marketing

8 Brand Communications Strategy

9 Brand Communications Campaigns

10 Communications Channels

11 Sponsorship-Linked Marketing

12 Measuring Sports Brand Performance

13 Delivery of Sports Experiences

14 Preparing Future Sports Marketers

O autorze

Michael Fetchko is President and Managing Director of ISM USA, a full-service marketing agency, as well as 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.

Kenneth E. Clow is a Professor of Marketing and holder of the Biedenharn Endowed Chair of Business in the College of Business Administration at University of Louisiana—Monroe, USA.