Sport promotion and sales management:
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Champaign, IL [u.a.]
Human Kinetics
2008
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references (p. 311-329) and index |
| Beschreibung: | xi, 339 p. Ill., graph. Darst. |
| ISBN: | 9780736064774 073606477X |
Internformat
MARC
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| 100 | 1 | |a Irwin, Richard L. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Sport promotion and sales management |c Richard L. Irwin, William A. Sutton, Larry M. McCarthy |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a Champaign, IL [u.a.] |b Human Kinetics |c 2008 | |
| 300 | |a xi, 339 p. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references (p. 311-329) and index | ||
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| 650 | 4 | |a Sports |x Marketing | |
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| 689 | 0 | |5 DE-604 | |
| 700 | 1 | |a Sutton, William A. |e Verfasser |4 aut | |
| 700 | 1 | |a McCarthy, Larry M. |e Verfasser |4 aut | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016485084&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-016485084 | ||
Datensatz im Suchindex
| _version_ | 1804137628831842304 |
|---|---|
| adam_text | Foreword vii
Preface ix
Acknowledgments xi
one
two
three
four
Introduction to Sport Promotion
and Sales
Pregame Introductions 2
Distinguishing Promotion From Marketing 2
Rationale for the Study of Sport Promotion and Sales
Postgame Wrap-Up 17
13
Theoretical Foundations for Effective
Sport Promotion and Sales 19
Pregame Introductions 20
Communication Defined 20
Receiver 27
Integrated Marketing Communication Model
Integrated Promotional Agendas 34
Planning and Managing the Campaign 36
Postgame Wrap-Up 38
30
Sport Consumer Incentivization
Pregame Introductions 42
Traditional Incentives 42
Behavioral Response Incentives
Implementing the Incentive Plan
Incentive Plan Checklist 60
Postgame Wrap-Up 61
46
57
5port Ticket Sales Staff Training E3
Pregame Introductions 64
What Every Prospective Salesperson Needs to Know
Recruiting 67
Interviewing 70
Training and Orientation 71
Building a Sales Culture 74
Sales Culture 76
Retaining and Motivating Sales Staff 79
Academic Preparation 83
Postgame Wrap-Up 83
65
Contents
five
eight
nine
Sport Ticket Sales
87
Pregame Introductions 88
Defining Sales 89
The Sales Process 95
Selling Products Unique to the Sport Industry 111
Putting It All Together: The Ticket Sales Department
Postgame Wrap-Up 117
114
six Customer Service and Retention
Pregame Introductions 122
Defining Relationships 122
Defining Customer Service 127
What Customers Expect 140
Postgame Wrap-Up 143
sex/en Sport Sponsorship Fundamentals 145
Pregame Introductions 146
Sponsorship Defined 146
Sponsorship Platforms 149
Sponsorship Management 154
Setting Sponsorship Objectives 163
Postgame Wrap-Up 171
Sport Sponsorship Sales
Pregame Introductions 174
Management of Sponsorship Sales Force 174
Sales Process: Eduselling 175
Step 1: Identify the Prospect 175
Step 2: Prepare How-To Guides 180
Step 3: Partner With the Prospect 182
Step 4: Schedule a Product-Sampling Experience 182
Step 5: Design Follow-Up Procedures 184
Step 6: Make the Offer 184
Step 7: Close the Deal 186
Step 8: Complete Aftermarket Sales and Follow-Up 189
Step 9: Complete an Evaluation and Provide Feedback 189
Postgame Wrap-Up 189
Sport Sponsorship Activation
Pregame Introductions 192
Sponsorship Activation 192
Research and Evaluation 201
Sponsorship Renewal 205
Postgame Wrap-Up 206
173
191
Contents
ten
Promotional Merits of Sport
Licensing
Pregame Introductions 210
Sport Licensing Marketplace 210
Licensing as a Promotional Tool 211
Promotion Through Licensing 212
Promotion of the Licensing Program 217
Licensed-Property Protection 225
Licensing-Program Leadership 226
Postgame Wrap-Up 226
E-Commerce as a Promotional
Tool
Pregame Introductions 230
Sport Promotion and the Internet 230
Web Content 231
Extending the Boundaries of the Stadium 237
Postgame Wrap-Up 243
twelve Sport Brand Communications
eleven
2O9
Pregame Introductions 246
Importance of a Strategic Focus
Modes of Brand Communication
Postgame Wrap-Up 265
247
258
thirteen
5port Promotion and Sales
Risk Management
Pregame Introductions 268
Risk Management Cycle 268
Legal Principles for Sport Promotion Managers
Case Studies 288
Postgame Wrap-Up 295
282
Appendix A Redbirds FansFirst Plan 2001 297
Appendix B Memphis Redbirds Sponsor Survey
Endnotes 311
Index 331
About the Authors 339
305
|
| adam_txt |
Foreword vii
Preface ix
Acknowledgments xi
one
two
three
four
Introduction to Sport Promotion
and Sales
Pregame Introductions 2
Distinguishing Promotion From Marketing 2
Rationale for the Study of Sport Promotion and Sales
Postgame Wrap-Up 17
13
Theoretical Foundations for Effective
Sport Promotion and Sales 19
Pregame Introductions 20
Communication Defined 20
Receiver 27
Integrated Marketing Communication Model
Integrated Promotional Agendas 34
Planning and Managing the Campaign 36
Postgame Wrap-Up 38
30
Sport Consumer Incentivization
Pregame Introductions 42
Traditional Incentives 42
Behavioral Response Incentives
Implementing the Incentive Plan
Incentive Plan Checklist 60
Postgame Wrap-Up 61
46
57
5port Ticket Sales Staff Training E3
Pregame Introductions 64
What Every Prospective Salesperson Needs to Know
Recruiting 67
Interviewing 70
Training and Orientation 71
Building a Sales Culture 74
Sales Culture 76
Retaining and Motivating Sales Staff 79
Academic Preparation 83
Postgame Wrap-Up 83
65
Contents
five
eight
nine
Sport Ticket Sales
87
Pregame Introductions 88
Defining Sales 89
The Sales Process 95
Selling Products Unique to the Sport Industry 111
Putting It All Together: The Ticket Sales Department
Postgame Wrap-Up 117
114
six Customer Service and Retention
Pregame Introductions 122
Defining Relationships 122
Defining Customer Service 127
What Customers Expect 140
Postgame Wrap-Up 143
sex/en Sport Sponsorship Fundamentals 145
Pregame Introductions 146
Sponsorship Defined 146
Sponsorship Platforms 149
Sponsorship Management 154
Setting Sponsorship Objectives 163
Postgame Wrap-Up 171
Sport Sponsorship Sales
Pregame Introductions 174
Management of Sponsorship Sales Force 174
Sales Process: Eduselling 175
Step 1: Identify the Prospect 175
Step 2: Prepare How-To Guides 180
Step 3: Partner With the Prospect 182
Step 4: Schedule a Product-Sampling Experience 182
Step 5: Design Follow-Up Procedures 184
Step 6: Make the Offer 184
Step 7: Close the Deal 186
Step 8: Complete Aftermarket Sales and Follow-Up 189
Step 9: Complete an Evaluation and Provide Feedback 189
Postgame Wrap-Up 189
Sport Sponsorship Activation
Pregame Introductions 192
Sponsorship Activation 192
Research and Evaluation 201
Sponsorship Renewal 205
Postgame Wrap-Up 206
173
191
Contents
ten
Promotional Merits of Sport
Licensing
Pregame Introductions 210
Sport Licensing Marketplace 210
Licensing as a Promotional Tool 211
Promotion Through Licensing 212
Promotion of the Licensing Program 217
Licensed-Property Protection 225
Licensing-Program Leadership 226
Postgame Wrap-Up 226
E-Commerce as a Promotional
Tool
Pregame Introductions 230
Sport Promotion and the Internet 230
Web Content 231
Extending the Boundaries of the Stadium 237
Postgame Wrap-Up 243
twelve Sport Brand Communications
eleven
2O9
Pregame Introductions 246
Importance of a Strategic Focus
Modes of Brand Communication
Postgame Wrap-Up 265
247
258
thirteen
5port Promotion and Sales
Risk Management
Pregame Introductions 268
Risk Management Cycle 268
Legal Principles for Sport Promotion Managers
Case Studies 288
Postgame Wrap-Up 295
282
Appendix A Redbirds FansFirst Plan 2001 297
Appendix B Memphis Redbirds Sponsor Survey
Endnotes 311
Index 331
About the Authors 339
305 |
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| discipline | Sport Wirtschaftswissenschaften |
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| spelling | Irwin, Richard L. Verfasser aut Sport promotion and sales management Richard L. Irwin, William A. Sutton, Larry M. McCarthy 2. ed. Champaign, IL [u.a.] Human Kinetics 2008 xi, 339 p. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references (p. 311-329) and index Sports Public relations Sports Marketing Sport (DE-588)4056366-2 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf USA (DE-588)4078704-7 gnd rswk-swf USA (DE-588)4078704-7 g Marketing (DE-588)4037589-4 s Sport (DE-588)4056366-2 s DE-604 Sutton, William A. Verfasser aut McCarthy, Larry M. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016485084&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Irwin, Richard L. Sutton, William A. McCarthy, Larry M. Sport promotion and sales management Sports Public relations Sports Marketing Sport (DE-588)4056366-2 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4056366-2 (DE-588)4037589-4 (DE-588)4078704-7 |
| title | Sport promotion and sales management |
| title_auth | Sport promotion and sales management |
| title_exact_search | Sport promotion and sales management |
| title_exact_search_txtP | Sport promotion and sales management |
| title_full | Sport promotion and sales management Richard L. Irwin, William A. Sutton, Larry M. McCarthy |
| title_fullStr | Sport promotion and sales management Richard L. Irwin, William A. Sutton, Larry M. McCarthy |
| title_full_unstemmed | Sport promotion and sales management Richard L. Irwin, William A. Sutton, Larry M. McCarthy |
| title_short | Sport promotion and sales management |
| title_sort | sport promotion and sales management |
| topic | Sports Public relations Sports Marketing Sport (DE-588)4056366-2 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Sports Public relations Sports Marketing Sport Marketing USA |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016485084&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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