Sport marketing:
Gespeichert in:
| Vorheriger Titel: | Mullin, Bernard J. Sport marketing |
|---|---|
| Hauptverfasser: | , , , |
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Champaign,
Human Kinetics
[2022]
|
| Ausgabe: | 5th edition |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| ISBN: | 9781492594628 |
Internformat
MARC
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents Foreword Preface vii ix The Special Nature of Sport Marketing Sport Marketing Then and Now The Sport Industry 4 9 Sport Marketing Defined 10 Marketing Myopia in Sport 12 Uniqueness of Sport Marketing Wrap-Up 1 14 20 Strategic Marketing Management Marketing Planning Process 23 25 Strategic Step 1 : Develop Vision, Mission, and Values 27 Strategic Step 2: Develop Strategic Goals and Objectives 28 Strategic Step 3: Develop a Ticket Marketing, Sales, and Service Plan 29 Strategic Step 4: Integrate the Marketing Plan Into a Broader, Strategic Resource Allocation 32 Strategic Step 5: Control and Evaluate Implementation of the Plan Eight-Point Ticket Marketing, Sales, and Service Plan Model Marketing Models Wrap-Up 33 33 34 40 Understanding the Sport Consumer Socialization, Involvement, and Commitment External Factors 51 Internal Factors 70 Responses Wrap-Up 43 46 76 77 Market Research and Analytics in the Sport Industry Sources of Information 81 Users of Market Research in Sport and Entertainment Application of Market Research in the Sport Industry Performing the Right Research Data Analytics Wrap-Up 79 94 99 102 103 105 Ալ
Market Segmentation and Target Marketing What Is Market Segmentation? Four Bases of Segmentation Target Marketing Wrap-Up ! ■ r. 110 112 122 123 125 The Sport Product ^ What Is the Sport Product? 127 The Sport Product: Its Core and Extensions Key Issues in Sport Product Strategy Wrap-Up c: · 127 144 150 153 j Managing Sport Brands ■—“ - -—_»J What Is Branding? 155 Importance of Brand Equity 157 Benefits of Brand Equity 157 How Brand Equity Is Developed Leveraging Brand Equity 159 167 Identifying and Measuring Your Brand Protecting the Brand 168 170 Additional Brand Management Considerations Wrap-Up 170 173 177 Promotion and Paid Media Promotion: The Driver to Sales Paid Media 109 178 179 Advertising Media for Sport 182 Promotional Concepts and Practices Promotional Components 194 199 Ultimate Goal of Sport Marketing: Get and Keep Consumers in the Frequency Elevator 202 Putting It All Together: An Integrated Promotional Model Wrap-Up 205 205 Public Relations What Is Public Relations? 209 211 Public Relations in the Sport Marketing Mix 221 Sport Public Relations and Content Creation in the Digital and Social Media Age 221 Public Relations, Advocacy, and the Art of Influencing Public Opinion 224 Sport, Television, and Entertainment Influence on Sport Public Relations 232 Wrap-Up 234
Sponsorship, Corporate Partnerships, and the Role of Activation What Is Sponsorship? Sponsorship in the Marketing Mix Growth of Sponsorship 240 242 What Does Sport Sponsorship Have to Offer? Corporate Objectives 246 Athlete Endorsement 254 Sponsor Activation 245 256 Selling Sponsorships 260 Ethical Issues in Sponsorship Wrap-Up 264 266 269 Social Media in Sports What Is Social Media? 271 Social Media and the Marketing Mix Building an Audience Engaging Fans 272 276 281 Social Media Platforms 283 Leveraging Players and Talent Wrap-Up 237 239 289 294 299 j Sales and Service Relationship Between Media, Sponsors, and Fans and the Sales Process 303 What Is Sales? 305 Database Sport Marketing and Sales 314 Typical Sales Approaches Used in Sport Pricing Basics 316 331 Secondary Ticket Market 337 Customer Lifetime Value, Service, and Retention Wrap-Up Ψ3 338 344 Delivering and Distributing Core Products and Extensions Placing Core Products and Their Extensions Theory of Sport and Place Facility 352 Marketing Channels Product-Place Matrix Wrap-Up 369 362 368 351 349 347
Legal Aspects of Sport Marketing Intellectual Property 372 Trademark Infringement 377 Copyright Law and Sport Marketing Patents 381 386 Sport Marketing Communications Issues Ambush Marketing 387 388 Right of Publicity and Invasion of Privacy 391 Contractual Issues Involving Consumers 395 Promotion Law Issues Emerging Issues Wrap-Up 396 397 401 The Evolving Nature of Sport Marketing Cross-Effects Among the Five Ps 404 Controlling the Marketing Function The Shape of Things to Come Wrap-Up Glossary 417 References 423 Index 455 About the Authors Contributors 475 471 371 414 407 406 403
|
| adam_txt |
Contents Foreword Preface vii ix The Special Nature of Sport Marketing Sport Marketing Then and Now The Sport Industry 4 9 Sport Marketing Defined 10 Marketing Myopia in Sport 12 Uniqueness of Sport Marketing Wrap-Up 1 14 20 Strategic Marketing Management Marketing Planning Process 23 25 Strategic Step 1 : Develop Vision, Mission, and Values 27 Strategic Step 2: Develop Strategic Goals and Objectives 28 Strategic Step 3: Develop a Ticket Marketing, Sales, and Service Plan 29 Strategic Step 4: Integrate the Marketing Plan Into a Broader, Strategic Resource Allocation 32 Strategic Step 5: Control and Evaluate Implementation of the Plan Eight-Point Ticket Marketing, Sales, and Service Plan Model Marketing Models Wrap-Up 33 33 34 40 Understanding the Sport Consumer Socialization, Involvement, and Commitment External Factors 51 Internal Factors 70 Responses Wrap-Up 43 46 76 77 Market Research and Analytics in the Sport Industry Sources of Information 81 Users of Market Research in Sport and Entertainment Application of Market Research in the Sport Industry Performing the Right Research Data Analytics Wrap-Up 79 94 99 102 103 105 Ալ
Market Segmentation and Target Marketing What Is Market Segmentation? Four Bases of Segmentation Target Marketing Wrap-Up ! ■ r. 110 112 122 123 125 The Sport Product ^ What Is the Sport Product? 127 The Sport Product: Its Core and Extensions Key Issues in Sport Product Strategy Wrap-Up c: · 127 144 150 153 j Managing Sport Brands ■—“ - -—_»J What Is Branding? 155 Importance of Brand Equity 157 Benefits of Brand Equity 157 How Brand Equity Is Developed Leveraging Brand Equity 159 167 Identifying and Measuring Your Brand Protecting the Brand 168 170 Additional Brand Management Considerations Wrap-Up 170 173 177 Promotion and Paid Media Promotion: The Driver to Sales Paid Media 109 178 179 Advertising Media for Sport 182 Promotional Concepts and Practices Promotional Components 194 199 Ultimate Goal of Sport Marketing: Get and Keep Consumers in the Frequency Elevator 202 Putting It All Together: An Integrated Promotional Model Wrap-Up 205 205 Public Relations What Is Public Relations? 209 211 Public Relations in the Sport Marketing Mix 221 Sport Public Relations and Content Creation in the Digital and Social Media Age 221 Public Relations, Advocacy, and the Art of Influencing Public Opinion 224 Sport, Television, and Entertainment Influence on Sport Public Relations 232 Wrap-Up 234
Sponsorship, Corporate Partnerships, and the Role of Activation What Is Sponsorship? Sponsorship in the Marketing Mix Growth of Sponsorship 240 242 What Does Sport Sponsorship Have to Offer? Corporate Objectives 246 Athlete Endorsement 254 Sponsor Activation 245 256 Selling Sponsorships 260 Ethical Issues in Sponsorship Wrap-Up 264 266 269 Social Media in Sports What Is Social Media? 271 Social Media and the Marketing Mix Building an Audience Engaging Fans 272 276 281 Social Media Platforms 283 Leveraging Players and Talent Wrap-Up 237 239 289 294 299 j Sales and Service Relationship Between Media, Sponsors, and Fans and the Sales Process 303 What Is Sales? 305 Database Sport Marketing and Sales 314 Typical Sales Approaches Used in Sport Pricing Basics 316 331 Secondary Ticket Market 337 Customer Lifetime Value, Service, and Retention Wrap-Up Ψ3 338 344 Delivering and Distributing Core Products and Extensions Placing Core Products and Their Extensions Theory of Sport and Place Facility 352 Marketing Channels Product-Place Matrix Wrap-Up 369 362 368 351 349 347
Legal Aspects of Sport Marketing Intellectual Property 372 Trademark Infringement 377 Copyright Law and Sport Marketing Patents 381 386 Sport Marketing Communications Issues Ambush Marketing 387 388 Right of Publicity and Invasion of Privacy 391 Contractual Issues Involving Consumers 395 Promotion Law Issues Emerging Issues Wrap-Up 396 397 401 The Evolving Nature of Sport Marketing Cross-Effects Among the Five Ps 404 Controlling the Marketing Function The Shape of Things to Come Wrap-Up Glossary 417 References 423 Index 455 About the Authors Contributors 475 471 371 414 407 406 403 |
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| author | Dees, Windy 1977- Walsh, Patrick McKelvey, Stephen 1959- McEvoy, Chad D. 1971- |
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| dewey-tens | 330 - Economics |
| discipline | Sport Wirtschaftswissenschaften |
| discipline_str_mv | Sport Wirtschaftswissenschaften |
| edition | 5th edition |
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| id | DE-604.BV047100647 |
| illustrated | Not Illustrated |
| index_date | 2024-07-03T16:22:49Z |
| indexdate | 2024-07-10T09:02:36Z |
| institution | BVB |
| isbn | 9781492594628 |
| language | English |
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| spelling | Dees, Windy 1977- Verfasser (DE-588)1233741071 aut Sport marketing Windy Dees, Patrick Walsh, Chad McEvoy, Stephen McKelvey ; originated by , Bernard J. Mullin [und 2 weiteren] 5th edition Champaign, Human Kinetics [2022] ©2022 txt rdacontent n rdamedia nc rdacarrier Sports Marketing Marketing (DE-588)4037589-4 gnd rswk-swf Sport (DE-588)4056366-2 gnd rswk-swf Werbung (DE-588)4065541-6 gnd rswk-swf Sport (DE-588)4056366-2 s Marketing (DE-588)4037589-4 s Werbung (DE-588)4065541-6 s DE-604 Walsh, Patrick Verfasser (DE-588)1018315624 aut McKelvey, Stephen 1959- Verfasser (DE-588)140151117 aut McEvoy, Chad D. 1971- Verfasser (DE-588)1014451981 aut Mullin, Bernard James 1949- Begründer eines Werks (DE-588)138432791 oth Äquivalent loose-leaf 978-1-7182-0158-3 Fortsetzung von Mullin, Bernard J. Sport marketing 4th edition 2014 978-1-4504-2498-1 Digitalisierung UB Bamberg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032507045&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Dees, Windy 1977- Walsh, Patrick McKelvey, Stephen 1959- McEvoy, Chad D. 1971- Sport marketing Sports Marketing Marketing (DE-588)4037589-4 gnd Sport (DE-588)4056366-2 gnd Werbung (DE-588)4065541-6 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4056366-2 (DE-588)4065541-6 |
| title | Sport marketing |
| title_auth | Sport marketing |
| title_exact_search | Sport marketing |
| title_exact_search_txtP | Sport marketing |
| title_full | Sport marketing Windy Dees, Patrick Walsh, Chad McEvoy, Stephen McKelvey ; originated by , Bernard J. Mullin [und 2 weiteren] |
| title_fullStr | Sport marketing Windy Dees, Patrick Walsh, Chad McEvoy, Stephen McKelvey ; originated by , Bernard J. Mullin [und 2 weiteren] |
| title_full_unstemmed | Sport marketing Windy Dees, Patrick Walsh, Chad McEvoy, Stephen McKelvey ; originated by , Bernard J. Mullin [und 2 weiteren] |
| title_old | Mullin, Bernard J. Sport marketing |
| title_short | Sport marketing |
| title_sort | sport marketing |
| topic | Sports Marketing Marketing (DE-588)4037589-4 gnd Sport (DE-588)4056366-2 gnd Werbung (DE-588)4065541-6 gnd |
| topic_facet | Sports Marketing Marketing Sport Werbung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032507045&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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