Sports marketing /
Fullerton, Sam.
Sports marketing / Sam Fullerton. - Boston : McGraw-Hill/Irwin, 2007. - xvi, 480 p. : ill. ; 27 cm.
Introduction to sports marketing -- Marketing through sports -- Introduction to sponsorship -- Sponsorship objectives and components -- The sponsorship commitment: resources and duration -- Ambush marketing -- Leveraging -- Developing and selling the sponsorship proposal -- Pre-event evaluation -- Postevent evaluation -- Sponsorship foundation and failure -- Endorsements -- Venue naming rights -- Licensing -- Segmentation of the sports market -- Product decisions in sports marketing -- Distribution decisions in sports marketing -- Pricing decisions in sports marketing -- Developing a promotional strategy for the marketing of sports products -- Relationship marketing in the business of sports -- The role of the technology in sports marketing -- Controversial issues in sports marketing.
007312821X (alk. paper) 9780073128214 (alk. paper)
2006014467
Sports
Sports--Marketing
796.0698 FUL
Sports marketing / Sam Fullerton. - Boston : McGraw-Hill/Irwin, 2007. - xvi, 480 p. : ill. ; 27 cm.
Introduction to sports marketing -- Marketing through sports -- Introduction to sponsorship -- Sponsorship objectives and components -- The sponsorship commitment: resources and duration -- Ambush marketing -- Leveraging -- Developing and selling the sponsorship proposal -- Pre-event evaluation -- Postevent evaluation -- Sponsorship foundation and failure -- Endorsements -- Venue naming rights -- Licensing -- Segmentation of the sports market -- Product decisions in sports marketing -- Distribution decisions in sports marketing -- Pricing decisions in sports marketing -- Developing a promotional strategy for the marketing of sports products -- Relationship marketing in the business of sports -- The role of the technology in sports marketing -- Controversial issues in sports marketing.
007312821X (alk. paper) 9780073128214 (alk. paper)
2006014467
Sports
Sports--Marketing
796.0698 FUL