Sport marketing in the new millennium : selected papers from the third annual conference of the Sport Marketing Association : edited and selected from the SMA Conference, November 2005
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書誌事項
Sport marketing in the new millennium : selected papers from the third annual conference of the Sport Marketing Association : edited and selected from the SMA Conference, November 2005
Fitness Information Technology, c2007
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内容説明・目次
内容説明
"As a key scholarship initiative intended to fulfill the ambitious mission of the Sport Marketing Association, this text represents a critical means of providing membership a medium for disseminating research on the sport industry's best practices in marketing. The breadth of topics addressed within clearly highlights the extensive research agendas and broad talents of those committed to the achievement of this mission." - From Richard Irwin's preface "A Word from the President".
目次
- CONSUMER BEHAVIOR IN THE SPORT INDUSTRY
- Consumer Behavior Characteristics Associated with the Selection of Extreme Sports Alternatives -- A Comparison of Mountain Climbing, Skydiving, and Scuba Diving
- The Psychological Attachment to the Athletic Program and Intention to Purchase Athletic Products by Small-College Athletic Spectators
- Teenage Motivations for Sport-Related Consumption in Australia
- Generation Y Participation Patterns and Consumer Behaviors in Extreme Sports in Wisconsin
- Never Taken for Granted -- Dual Status Model and Functional Location of Race and Ethnicity in Predicting Market Behavior in Sport Business. MEDIA AND ITS MESSAGES
- Policing the Beach -- Minimizing the Impact of Ambush Marketing at Beach Volleyball, Athens 2004
- Coach Tyrone Willingham and Coach Mike Davis -- A Narrative Analysis of Press Coverage During the 2004-05 Season
- Evaluating Sports Sponsorships Through Media Impressions -- Nike Exposure in Sports Illustrated's College Football Coverage. FINANCIAL MATTERS
- Ace in the Hole -- Contract Issues in Hole-in-one Promotional Contests
- Variable Ticket Pricing and the Effect on Revenue within the National Basketball Association
- Subsidizing a New Stadium -- Gauging Public Sentiment through Letters to the Editor. SPONSORSHIP AND SPORT MARKETING
- Strategic Alliances in the Sport Industry -- A Case Review of Reebok International and the NFL
- The Relationship Between Organisational Structure and Marketing Success -- An Analysis of Australian Rules Football Clubs
- To Sponsor or Not to Sponsor -- A Case Study on Nike and Action Sports
- Endorser Source Credibility -- Redefining Spokesperson Influence Through Development of the Celebrity-Hero Matrix?(CHM)
- The Future of Sport Marketing -- Enterprise Sport Marketing Management. BUILDING BRAND AND PROMOTIONAL STRATEGIES
- Sport Participants as Consumers -- Why the Corporate World Should Love the Sport of Triathlon
- Demonstrating the Strength of a Sports Brand -- The Olympics
- Metamorphosis of a Collegiate Athletic Brand -- Creating a Viable Alternative from the Native American Nickname/Mascot Dilemma
- The Identification of Benefit Needs of Public Golf Course Consumers -- Building Foundations for Benefit Segmentation
- Brand Equity in a Bottle -- The Secret Behind the Montreal Alouettes' Success. SECTION VI -- SPORT MARKETING EDUCATION
- Supplementing Sport Marketing Courses -- Projects Which Foster Student Growth and Positive Relations Between the College and the Local Community
- Integrating Experiential Learning in Sport Marketing Curriculum.
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