Opis: Sports Marketing - Michael Fetchko, Donald Roy, Kenneth Clow

Understand the business of sports through a practitioner's perspective. Written from the perspective of those who've been actively involved in the sports business, Sports Marketing addresses business and marketing issues pertinent to sports as observed by the practitioners and scholars themselves. Through its extensive presentation of current information, this text also helps encourage readers to get actively involved and engaged in the process of sports entertainment.PART 1: INTRODUCTION TO SPORTS MARKETING Chapter 1: Sports Meets Marketing PART 2: UNDERSTANDING CUSTOMERS Chapter 2: Examining Sports Entertainment Consumption Chapter 3: Understanding the Marketing Environment Chapter 4: Segmenting Audiences for Sports PART 3: RESPONDING TO CUSTOMERS Chapter 5: Building a Relevant Brand Chapter 6: Defining the Product Offering Chapter 7: Tapping into Passion through Experiential Marketing PART 4: ENGAGING CUSTOMERS Chapter 8: Planning the Brand Story - Communications Strategy Chapter 9: Creating the Brand Story - Communications Campaigns Chapter 10: Telling the Brand Story - Communications Channels Chapter 11: Leveraging the Sports Brand through Sponsorship-Linked Marketing PART 5: SATISFYING AND SERVING CUSTOMERS Chapter 12: Measuring Sports Brand Performance Chapter 13: Living the Brand Promise: Delivery of Sports Experiences Chapter 14: Preparing Future Sports Marketers

Szczegóły: Sports Marketing - Michael Fetchko, Donald Roy, Kenneth Clow

Tytuł: Sports Marketing
Autor: Michael Fetchko, Donald Roy, Kenneth Clow
Producent: Prentice Hall
ISBN: 9780132135467
Rok produkcji: 2012
Ilość stron: 416
Oprawa: Twarda
Waga: 1.06 kg

Recenzje: Sports Marketing - Michael Fetchko, Donald Roy, Kenneth Clow