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Produktbild: Sport Marketing

Sport Marketing

156,99 €

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Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

12.03.2021

Verlag

Human Kinetics Publishers

Seitenzahl

488

Maße (L/B/H)

22,3/28,2/2,9 cm

Gewicht

1338 g

Sprache

Englisch

ISBN

978-1-4925-9462-8

Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

12.03.2021

Verlag

Human Kinetics Publishers

Seitenzahl

488

Maße (L/B/H)

22,3/28,2/2,9 cm

Gewicht

1338 g

Sprache

Englisch

ISBN

978-1-4925-9462-8

Herstelleradresse

Libri GmbH
Europaallee 1
36244 Bad Hersfeld
DE

Email: gpsr@libri.de

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  • Produktbild: Sport Marketing
  • Chapter 1. The Special Nature of Sport Marketing
    Sport Marketing Then and Now
    The Sport Industry
    Sport Marketing Defined
    Marketing Myopia in Sport
    Uniqueness of Sport Marketing
    Wrap-Up

    Chapter 2. Strategic Marketing Management
    Marketing Planning Process
    Strategic Step 1: Develop Vision, Mission, and Values
    Strategic Step 2: Develop Strategic Goals and Objectives
    Strategic Step 3: Develop a Ticket Marketing, Sales, and Service Plan
    Strategic Step 4: Integrate the Marketing Plan Into a Broader, Strategic Resource Allocation
    Strategic Step 5: Control and Evaluate Implementation of the Plan
    Eight-Point Ticket Marketing, Sales, and Service Plan Model
    Marketing Models
    Wrap-Up

    Chapter 3. Understanding the Sport Consumer
    Socialization, Involvement, and Commitment
    External Factors
    Internal Factors
    Responses
    Wrap-Up

    Chapter 4. Market Research and Analytics in the Sport Industry
    Sources of Information
    Users of Market Research in Sport and Entertainment
    Application of Market Research in the Sport Industry
    Performing the Right Research
    Data Analytics
    Wrap-Up

    Chapter 5. Market Segmentation and Target Marketing
    What Is Market Segmentation?
    Four Bases of Segmentation
    Target Marketing
    Wrap-Up

    Chapter 6. The Sport Product
    What Is the Sport Product?
    The Sport Product: Its Core and Extensions
    Key Issues in Sport Product Strategy
    Wrap-Up

    Chapter 7. Managing Sport Brands
    What Is Branding?
    Importance of Brand Equity
    Benefits of Brand Equity
    How Brand Equity Is Developed
    Leveraging Brand Equity
    Identifying and Measuring Your Brand
    Protecting the Brand
    Additional Brand Management Considerations
    Wrap-Up

    Chapter 8. Promotion and Paid Media
    Promotion: The Driver to Sales
    Paid Media
    Advertising Media for Sport
    Promotional Concepts and Practices
    Promotional Components
    Ultimate Goal of Sport Marketing: Get and Keep Consumers in the Frequency Elevator
    Putting It All Together: An Integrated Promotional Model
    Wrap-Up

    Chapter 9. Public Relations
    What Is Public Relations?
    Public Relations in the Sport Marketing Mix
    Sport Public Relations and Content Creation in the Digital and Social Media Age
    Public Relations, Advocacy, and the Art of Influencing Public Opinion
    Sport, Television, and Entertainment Influence on Sport Public Relations
    Wrap-Up

    Chapter 10. Sponsorship, Corporate Partnerships, and the Role of Activation
    What Is Sponsorship?
    Sponsorship in the Marketing Mix
    Growth of Sponsorship
    What Does Sport Sponsorship Have to Offer?
    Corporate Objectives
    Athlete Endorsement
    Sponsor Activation
    Selling Sponsorships
    Ethical Issues in Sponsorship
    Wrap-Up

    Chapter 11. Social Media in Sports
    What Is Social Media?
    Social Media and the Marketing Mix
    Building an Audience
    Engaging Fans
    Social Media Platforms
    Leveraging Players and Talent
    Wrap-Up

    Chapter 12. Sales and Service
    Relationship Between Media, Sponsors, and Fans and the Sales Process
    What Is Sales?
    Database Sport Marketing and Sales
    Typical Sales Approaches Used in Sport
    Pricing Basics
    Secondary Ticket Market
    Customer Lifetime Value, Service, and Retention
    Wrap-Up

    Chapter 13. Delivering and Distributing Core Products and Extensions
    Placing Core Products and Their Extensions
    Theory of Sport and Place
    Facility
    Marketing Channels
    Product-Place Matrix
    Wrap-Up

    Chapter 14. Legal Aspects of Sport Marketing
    Intellectual Property
    Trademark Infringement
    Copyright Law and Sport Marketing
    Patents
    Sport Marketing Communications Issues
    Ambush Marketing
    Right of Publicity and Invasion of Privacy
    Contractual Issues Involving Consumers
    Promotion Law Issues
    Emerging Issues
    Wrap-Up

    Chapter 15. The Evolving Nature of Sport Marketing
    Cross-Effects Among the Five Ps
    Controlling the Marketing Function
    The Shape of Things to Come
    Wrap-Up