Sports marketing / Sam Fullerton.
Publication details: Boston : McGraw-Hill/Irwin, c2007.Description: xvi, 480 p. : ill. ; 27 cmISBN:- 9780073128214
- 007312821X (alk. paper)
- 796.0698 22 FUL
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Contents;
Part one: The foundation of sports marketing
1. Introduction to sports marketing
Part two: Marketing through sports
2. Marketing through sports
3. Introduction to sponsorship
4. Sponsorship objectives and components
5. The sponsorship commitment: Resources and duration
6. Ambush marketing
7. Leveraging
8. Developing and selling the sponsorship proposal
9. Pre-event evaluation
10. Postevent evaluation
11. Sponsorship foundation and failure
12. Endorsements
13. Venue naming rights
14. Licensing
Part three: The marketing of sports
15. Segmentation of the sports market
16. product decisions in sports marketing
17. Distribution decisions in sports marketing
18. Pricing decisions in sports marketing
19. Developing a promotional strategy for marketing of sports products
Part four: Emerging issues in sports marketing
20. Relationship marketing in the business of sports
21. The role of technology in sports marketing
22. Controversial issues in sports marketing
Includes bibliographical references and index.
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