Marketing for Sport Business Success

Häftad, Engelska, 2017

Av Bonnie Parkhouse, Brian Turner, Kimberly Miloch, Turner-Miloch,

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Provides a practical introduction to the field of sport marketing by applying state-of-the-art marketing strategies to the business of sport. The book includes a new chapter dedicated to the growing marketing trend of social media; a comprehensive discussion on the uniqueness of sport marketing; and challenges the reader to apply concepts learned.

Produktinformation

Utgivningsdatum2017-07-26
FormatHäftad
SpråkEngelska
Antal sidor277
Upplaga2
FörlagKendall/Hunt Publishing Co ,U.S.
ISBN9781465287526

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Pedagogik inom Psykologi och pedagogik

PrefaceList of ContributorsAbout the AuthorsChapter 1 Sport Marketing: Definition, Evolution, Uniqueness, and Importance Brian A. Turner and Jonathan A. JensenChapter ObjectivesDefinitionThe Evolution of Sport MarketingIndustry EvolutionAcademic EvolutionThe Special Nature of Sport MarketingSport Pervades All Elements of LifeSports Fans Consider Themselves ExpertsSport Leads to Strong Emotional AttachmentThe Sport Product Is IntangibleThe Sport Product Is Inconsistent and UnpredictableSport Is Publicly Consumed in a Social EnvironmentThe Sport Product Is Simultaneously Produced and ConsumedThe Sport Product Is SubjectiveThere Is Little Lead Time to Promote the Sport ProductSporting Events Cannot Be ReplicatedEmphasis on Product ExtensionsDemand Fluctuates WidelyWidespread Media CoverageSport Organizations Simultaneously Cooperate and CompeteImportance of Sport MarketingProfessional SportsIntercollegiate SportsInterscholastic SportsYouth SportsSummaryDiscussion QuestionsCritical Thinking ExercisesReferencesChapter 2 Developing a Strategic Sport Marketing Plan Chris Greenwell and Dustin ThornChapter ObjectivesStrategic Sport MarketingPreparing the Marketing PlanMarketing Plan IntroductionData and AnalysisExamination of Internal EnvironmentExamination of External EnvironmentSWOT AnalysisGoals and ObjectivesTarget MarketsMarketing StrategyImplementationEvaluationMarketing Plan SummaryKey Questions to Address in a Marketing PlanSummaryDiscussion QuestionsCritical Thinking ExercisesReferencesChapter 3 Understanding Sport Consumer Behavior B. Christine Green and Matthew T. BowersChapter ObjectivesInternal FactorsMotivationPerceptionsAttitudesIdentity and involvementExternal FactorsReference GroupsSituational FactorsThe Decision-Making ProcessStage 1: Need RecognitionStage 2: Information SearchStage 3: Evaluation of AlternativesStage 4: PurchaseStage 5: Post-purchase EvaluationShortcuts in the Decision ProcessApplicationsVideo GamesFantasy SportsPremium Website SubscriptionsAthlete Use of Social MediaSummaryDiscussion QuestionsCritical Thinking ExercisesReferencesChapter 4 Marketing Information and Analytics Todd HallChapter ObjectivesMarketing ResearchBasic Steps of Marketing Research ProcessStep 1: Identify and Define Area of Need or OpportUnityStep 2: Develop and Design Proper Approach/Research DesignStep 3: Collect and Organize the DataJacksonville Armada Employs Business Analytics to Assess Fan Base and Business Partners.Step 4: Perform Data AnalysisStep 5: Prepare and Present Final Research Findings/ReportInformation Management and AnalyticsBasic Steps in Database Management ProcessSan Francisco Giants & Sales AnalyticsSummaryDiscussion QuestionsCritical Thinking ExercisesReferencesChapter 5 Sport Market Segmentation Lindsay Krol Pursglove & Allison ManwellChapter ObjectivesIntroductionWhat Is Market Segmentation?Who Are Sport Consumers?Sport Market SegmentationSport Organization Segmentation of ConsumersImplications for the Sport MarketerSummaryDiscussion QuestionsCritical Thinking ExercisesReferencesChapter 6 Creating the Marketing Mix Andrea N. GeurinChapter ObjectivesIntroductionElements of the Marketing MixProductProduct ExtensionsPricePlace and DistributionPromotionPublic RelationsMarketing Mix Orchestration?OiselleSan Francisco 49ersCommonwealth Games: Gold Coast 2018SummaryDiscussion QuestionsCritical Thinking ExerciseReferencesChapter 7 The Sport Product and Pricing Strategies Chi-Wen Yang, Lindsay Krol Pursglove, and Allison ManwellChapter Objectives(1) Sport Products(2) Spectator sports products(3) Participation sports productsSporting goods, apparel, athletic shoes, and sports-related productsThe Sport Product MixProduct Life CycleSport Products DifferentiationFormFeaturesCustomizationPerformance QualityConformance QualityDurabilityReliabilityReparabilityStyleSport Services DifferentiationOrdering EaseDelivery and ReturnsInstallationCustomer TrainingCustomer ConsultingMaintenance and RepairPricing of Sport ProductPsychology of pricingCompanyCostsCustomerCompetitionConditionsCustomer ValueSport Pricing StrategiesBundling PricingVariable Ticket PricingSecondary Ticket MarketDynamic Ticket PricingForward Ticket SalesSummaryDiscussion QuestionsCritical Thinking ExercisesReferencesChapter 8 Place and Sport Facilities Chad Seifried, Ari de Wilde, and Salvatore De AngelisChapter ObjectivesIntroductionThe 4 ""P's"" of the Marketing Mix and Sport Facilities?Aesthetics to Sell in the Sport FacilitySummaryDiscussion QuestionsCritical Thinking ExercisesReferencesChapter 9 Promotional Mix and Public Relations in Sport Lindsay Krol PursgloveChapter ObjectivesIntroductionAdvertisingPublic RelationsPublic Relations ModelsOne-Way ModelsTwo-Way ModelsAudiences for Public Relations ActivitiesIdentification and Influence of PublicsMessaging for PublicsCommUnity RelationsInvestor RelationsEmployee RelationsSales Strategy and PromotionSummaryDiscussion QuestionsCritical Thinking ExercisesReferencesChapter 10 Ensuring Strategic Sport Marketing Success ?Erianne Weight and Matt WalkerChapter ObjectivesIntroductionStrategic Marketing ManagementIntegration of Marketing ConceptsImplementation of Marketing PlanAccountability and Social InvolvementDisentangling the TermsStrategic Asset Generation from Social InvolvementSummaryDiscussion QuestionsCritical Thinking ExercisesReferencesChapter 11 Sport Sponsorship and Athlete Endorsement Jonathan A. JensenChapter ObjectivesSponsorship vs. Traditional Marketing ApproachesDefining SponsorshipObjectives of SponsorshipSponsorship-Linked MarketingConsumer Effects of SponsorshipSponsorship-Focused ExperimentationMere Exposure EffectSocial Identity TheoryImage TransferSchema TheoryCongruenceArticulationSponsorship Measurement and EvaluationThe Future of SponsorshipDiscussion QuestionsCritical Thinking ExercisesReferencesChapter 12 Sport Brand Management and Licensing Dr. Laci Wallace-McRee, Dr. Ryan Rodenberg, Dr. Jason W. Lee and Dr. Kimberly MilochChapter ObjectivesIntroduction to Sport Brand ManagementBenefits of BrandingBrands in SportBrand TheoriesSport CelebritiesPrinciples and Key Concepts of BrandingBrand Awareness and AssociationsLogosMascotsBrand AttributesBrand LoyaltyBrand EquityRole of Sport in BrandingThreats to Brand ManagementProfessional AthletesPeople BrandsSport TeamsProtection in Brand ManagementSports Industry Licensing OverviewLicensing and the LawÔÇöAmerican Needle v. NFL Learning Activity: Sports Video GamesDiscussion Items/QuestionsCritical Thinking ExercisesReferencesChapter 13 Legal Issues in Sport Marketing John T. WolohanChapter ObjectivesIntroductionIntellectual Property LawImage Rights Right of PrivacyThe Right of PublicityCommon Law MisappropriationStatutory ProtectionsIntellectual Property ProvisionsFederal Trademark Law (The Lanham Act)False Endorsement ClaimsPersonal NamesService and Collective MarksArtistic ExpressionDefenses against Unauthorized UseFederal Copyright ActFirst Amendment of the United States ConstitutionTransformative Use DefenseNewsworthiness DoctrineThe Incidental Use ExceptionParody DefenseContract LawFactors that impact the validity of a ContractBreach of ContractVenue Naming RightsDaily Fantasy SportsSummaryDiscussion QuestionsCritical Thinking ExercisesReferencesChapter 14 Social Media, Sport Marketing, and Public Relations: Maximizing the Integration and Minimizing the Risks Jimmy SandersonChapter ObjectivesIntroductionSocial Media and Sports MarketingPrioritize the Right Social NetworkCreating a Distinct StoryLeverage PlayersCollect and Use FeedbackSocial Media and Public RelationsSummaryDiscussion QuestionsGroup ActivitiesCritical Thinking ExercisesReferencesChapter 15 Future of Sport Marketing Brian A. Turner and Kimberly S. MilochChapter ObjectivesAcademic TrendsOnline and Hybrid LearningSummaryCritical Thinking ExercisesDiscussion QuestionsReferencesIndex