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Sports Marketing presents this field as a new discipline, helping readers gain a stronger understanding of how to apply marketing strategies and tactics within the sports marketing environment. Fullerton crafted, this new text presents the discipline of sports marketing in two broad perspectives. The first part of the text (Chapters 3-14) examines using a sports platform as a foundation for the marketing of non-sports products, including examples such as Tiger Woods' endorsement of Tag Heuer watches and Coca-Cola's sponsorship of soccer's World Cup. The second part of the text (Chapters 15-22) deals with the marketing of sports products, increasing media audiences, increasing live attendance, the selling of sports-related products, and more. This is not simply a basic marketing text using sports examples. This new title fills a gap for this newly recognized course area by presenting a strong business perspective through its content. It looks at the economic impact of the industry and identifies an array of career opportunities for students interested in sports marketing. platform and an abundance of real-world national and international examples to support the material.

Product Identifiers

Publisher
McGraw-Hill Higher Education
ISBN-10
007312821x
ISBN-13
9780073128214
eBay Product ID (ePID)
6038268689

Product Key Features

Author
Sam Fullerton
Publication Name
Sports Marketing
Format
Hardcover
Language
English
Publication Year
2006
Type
Textbook
Number of Pages
496 Pages

Dimensions

Item Length
10.3in
Item Height
1in
Item Width
8.6in
Item Weight
2.4 Oz

Additional Product Features

Lc Classification Number
Gv716.F85 2007
Table of Content
PART ONE THE FOUNDATION OF SPORTS MARKETING Chapter 1: Introduction to Sports Marketing PART TWO MARKETING THROUGH SPORTS Chapter 2: Marketing Through Sports Chapter 3: Introduction to Sponsorship Chapter 4: Sponsorship Objectives and Components Chapter 5: The Sponsorship Commitment-Resources and Duration Chapter 6: Ambush Marketing Chapter 7: Leveraging Chapter 8: Selling the Sponsorship Chapter 9: Pre-Event Evaluation Chapter 10: Post-Event Evaluation Chapter 11: Sponsorship Foundation and Failure Chapter 12: Endorsements Chapter 13: Venue Naming Rights Chapter 14: Licensing PART THREE THE MARKETING OF SPORTS Chapter 15: Segmentation of the Sports Market Chapter 16: Product Decisions in Sports Marketing Chapter 17: Distribution Decisions in Sports Marketing Chapter 18: Pricing Decisions in Sports Marketing Chapter 19: Developing a Promotional Strategy for the Marketing of Sports Products PART FOUR EMERGING ISSUES IN SPORTS MARKETING Chapter 20: Relationship Marketing in the Business of Sports Chapter 21: The Role of the Technology in Sports Marketing Chapter 22: Controversial Issues in Sports Marketing APPENDICES Appendix A: Important Websites (URLs) for Sports Marketers Appendix B: Examples of University Licensing Criteria
Copyright Date
2007
Target Audience
College Audience
Topic
Marketing / General, Business Aspects
Lccn
2006-014467
Dewey Decimal
796.06/98
Dewey Edition
22
Illustrated
Yes
Genre
Business & Economics, Sports & Recreation

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Sports Marketing by Sam Fullerton (2006, Hardcover)

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