The marketing of sport
著者
書誌事項
The marketing of sport
Prentice Hall/Financial Times, 2007
- : pbk
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注記
Includes bibliographical references and index
Includes Web resources
収録内容
- Introduction : the marketing of sport / Simon Chadwick and John Beech
- Marketing in for-profit and not-for-profit sport organisations / Paul Turner
- Alternative paradigms and sport marketing / Susan Bridgewater
- Understanding the sport marketing environment / Paul Kitchin
- Sport and consumer buying behaviour / Linda Trenberth and Ron Garland
- Sport organisation buying behaviour / Ann Bourke
- Segmentation, targeting, and positioning in sport / Kim Harris and Dominic Elliott
- Sport market research and marketing information systems / Linda Trenberth and Ron Garland
- Managing sport products and services / David Harness and Tina Harness
- Developing and extending sports brands / Artemisia Apostolopoulou and James M. Gladden
- The sport integrated marketing communications mix / Maria Hopwood
- Direct, database and online marketing in sport / Paul Turner
- Sponsorship, endorsements, and naming rights / Michel Desbordes and Gary Tribou
- Sports public relations / Maria Hopwood
- Pricing sports and sports pricing strategies / Rudi Meir and Dave Arthur
- Distribution channels and sports logistics / Leigh Sparks
- Sports goods retailing / Leigh Sparks
- Strategic sport marketing / Dave Arthur
- Achieving competitive advantage and leading strategic change in sport organisations / Ann Bourke
- International sports marketing and globalisation / Susan Bridgewater
- Organisation, implementation, management and control of marketing in sport / Dave Arthur
- Managing service quality and innovation in sport / Gary Tribou and Michel Desbordes
- The future of sport marketing / Simon Chadwick
- The marketing of sport : a practitioner perspective / Nick Wake
内容説明・目次
内容説明
A comprehensive, cutting edge analysis of sport marketing, written by an international team of leading academics.
目次
Preface
Part One The distinctive nature of sport marketing
1. Introduction: the marketing of sport
2. Sport Marketing in for-profit and not-for-profit sport organisations
3. Alternative paradigms and sport marketing
Part Two Meeting the needs and wants of the sport market
4. Understanding the sport marketing environment
5. Sport and consumer buying behaviour
6. Sport organisation buying behaviour
7. Segmentation, targeting and positioning in sport
8. Sport market research and marketing information systems
9. Managing sport products and services
10. Developing and extending sports brands
Part Three Communicating with the sport market
11. The sport integrated marketing communications mix
12. Direct, database and online marketing in sport
13. Sponsorship, endorsements and naming rights
14. Sports public relations
Part Four Getting sport products and services to the market
15. Pricing sports and sports pricing strategies
16. Distribution channels and sports logistics
17. Sports goods retailing
Part Five Moving sport marketing forwards
18. Strategic sport marketing
19. Achieving competitive advantage and leading strategic change in sport organisations
20. International sport marketing and globalisation
21. Organisation, implementation, management and control of marketing in sport
22. Managing service quality and innovation in sport
Part Six Assessing the future for sport marketing
23. The future of sport marketing
24. The marketing of sport: a practitioner perspective
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