Sports Marketing - A Practical Approach

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.

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.

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

List of contents

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

About the author

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.

Product details

• Authors: Larry DeGaris, DeGaris Larry
• Publisher: Taylor & Francis Ltd.
• Languages: English
• Product format: Hardback
• Released: 06.02.2015
• EAN: 9780415630467
• ISBN: 978-0-415-63046-7
• No. of pages: 296
• Subjects: Social sciences, law, business > Business > Advertising, marketing; SPORTS & RECREATION / General, BUSINESS & ECONOMICS / Marketing / General, SPORTS & RECREATION / Business Aspects, Sociology: sport & leisure, Sociology: sport and leisure, Sales & marketing, Sports management & facilities, Sports management and facilities, Sales and marketing, Hospitality and service industries, Sport & leisure industries