Efnisyfirlit

• Title Page
• Copyright
• Contents
• Foreword
• Preface
• 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
• Glossary
• References
• Index
• About the Authors
• Contributors

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