Sports Marketing

A Practical Approach

Larry Degaris (Autor)

Buch | Hardcover

282 Seiten

2015
Routledge (Verlag)
978-0-415-63046-7 (ISBN)

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Any sports marketing student or prospective sports marketer has to understand in detail genuine industry trends and be able to recognise solutions to real-world scenarios. Sports Marketing: A Practical Approach is the first textbook to offer a comprehensive, engaging and practice-focused bridge between academic theory and real-life, industry-based research and practice. Defining the primary role of the sports marketer as revenue generation, the book is structured around the three main channels through which this can be achieved — ticket sales, media and sponsorship — and explores key topics such as:

Sports markets and business markets (b2b)

Fan development

Brand management

Media audiences, rights and revenue

Live sports events

Sponsorship

Merchandise and retail

Integrating real industry-generated research into every chapter, the book also includes profiles of leading industry executives and guidance for developing and preparing for a career in sports marketing. It goes further than any other sports marketing textbook in surveying the international sports market, including international cases and detailed profiles of international consumer and business markets throughout. A companion website offers multiple choice questions for students, editable short answer and essay questions, and lecture slides for instructors.

No other textbook offers such a relevant, practice-focused overview of contemporary sports marketing. It is the ideal companion to any sports marketing course.

Larry DeGaris is a leading research consultant to the sponsorship and sports marketing industries, and Professor of Marketing at the University of Indianapolis, USA. He has personally conducted over one hundred research studies for sports organizations funded to well over $3 million, and is a sought after expert for the media.

1. A Practical Approach to Sports Marketing 2. Sports Markets 3. Fan Development 4. Brand Management 5. Gate Revenue Marketing Mix 6. Consumer Ticket Sales 7. Corporate Ticket Sales 8. Sports Media 9. Sports Media Audiences 10. Sports Publicity 11. Sports Advertising Sales 12. Sponsorship: What It Is and How It Works 13. Sponsorship Goals and Strategies 14. Sponsorship Activation 15. Sponsorship Measurement 16. Sponsorship Sales

Erscheint lt. Verlag	6.2.2015
Zusatzinfo	64 Tables, black and white; 24 Line drawings, black and white
Verlagsort	London
Sprache	englisch
Maße	174 x 246 mm
Gewicht	620 g
Themenwelt	Sachbuch/Ratgeber ► Sport
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
	Wirtschaft ► Volkswirtschaftslehre
ISBN-10	0-415-63046-0 / 0415630460
ISBN-13	978-0-415-63046-7 / 9780415630467
Zustand	Neuware