Sports Marketing

List of contents

Part I: Introduction to Sports Marketing 1. Sports Meets Marketing Part II: Understanding Customers 2. Examining Sports Entertainment Consumption 3. Understanding the Marketing Environment 4. Segmenting Audiences for Sports Part III: Responding to Customers 5. Building a Relevant Brand 6. Defining the Product Offering 7. Tapping into Passion through Experiential Marketing Part IV: Engaging Customers 8. Planning the Brand Story — Communications Strategy 9. Creating the Brand Story — Communications Campaigns 10. Telling the Brand Story — Communications Channels 11. Leveraging the Sports Brand through Sponsorship-Linked Marketing Part V: Satisfying and Serving Customers 12. Measuring Sports Brand Performance 13. Living the Brand Promise. Delivery of Sports Experiences 14. Preparing Future Sports Marketers

Product details

• Authors: Kenneth E. Clow, Michael Fetchko, Michael J. Fetchko, Donald Roy
• Publisher: Pearson Education (US)
• Languages: English
• Product format: Paperback / Softback
• Released: 01.01.2012
• No. of pages: 416
• Dimensions: 278 mm x 223 mm x 19 mm
• Weight: 1054 g
• Subjects: Guides > Sport > General, dictionaries, handbooks, yearbooks, history; Social sciences, law, business > Business > Advertising, marketing