Product Overview
This textbook provides a truly international approach to the emerging field of sports marketing and provides the reader with the best practices of over 200 companies and sports clubs around the world.
Written in an accessible and succinct style, the textbook illustrates key themes with clear graphics and relevant real-world examples. It discusses significant elements of marketing theory and the latest practices to allow undergraduate and graduate students to understand both traditional and more recent sports marketing practices.
Sports Marketing explores the latest sports marketing business practices, helping marketers make effective management and marketing investment decisions. This comprehensive textbook discusses relevant marketing theory and related practices within sports marketing. Each theme will:
- Define key sports marketing ingredients
- Provide mini-case examples of various sports around the world
- Offer end-of-chapter questions and exercises designed to affirm key topics and stimulate the reader's thinking, and
- Describe measures of the various sports marketing activities.
This textbook will prove an essential companion to students on marketing, business and various sport courses at an undergraduate and postgraduate level.
Contents:
Introduction
1. Sports Marketing Value Chain: Roles and Interdependencies
2. The Sports Marketing Context
3. Sports Histories and Sports Fans
4. Fans - Delivering Value through Deep Relationships
5. Association Benefits of Sports Marketing
6. Sports Marketing Measures
7. Sports Marketing Strategy and Activation Planning
8. The Sports Marketing Fusion
9. Sports Marketing Touchpoints and Customer Journeys
10. Sports Marketing - Leadership and Organizations
11. Traditional Advertising
12. Social and Digital Advertising
13. Sports Marketing Revenues
14. Sponsorship and Event Management
15. Licensing and Merchandising
Index
