Sport marketing
著者
書誌事項
Sport marketing
Human Kinetics Publishers, c1993
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
For the first time, students and practitioners in the field of sport management can turn to one comprehensive sport marketing text. "Sport Marketing" covers the basic principles of this emerging discipline and provides a balance of theoretical models and case studies from today's world of sport. This upper undergraduate and graduate text provides a solid foundation of theory and principles for students seeking sport management positions. Teachers and students will appreciate the objectives, activities, and references included in each chapter. Plus, the user-friendly text reinforces the marketing principles with real-life applications for all segments of the sport industry, such as professional, student sport, amateur, and sport and recreational facilities, including clubs, resorts, camps, and service organizations. In the first chapters, the book provides an overview of the reasons and foundations for sport marketing as well as important theoretical and research issues all marketers confront when they begin forming their strategies.
Readers will gain insights into who the sport consumer is, why market segmentation is essential to successful marketing, and how to establish and a base. Next, the authors explore the nuts and bolts of marketing. They provide detailed explanations and applications of the five P's of sport marketing, including product, price, promotion (with a separate chapter on promotional licensing), place, and public relations. The authors also show how these different elements of the marketing mix interact, describe the various positions within the marketing organization, and provide principles for controlling the sport marketing mix.
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