Advanced theory and practice in sport marketing
著者
書誌事項
Advanced theory and practice in sport marketing
Routledge, 2022
4th ed
- : hbk
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注記
Other authors: Kyle J. Brannigan, Kevin P. Cattani and Jason D. Hunter
Includes bibliographical references and index
内容説明・目次
内容説明
The only sport marketing textbook aimed at upper-level and postgraduate courses in sport marketing
Sport marketing is a core component of all sport marketing and sport business degree courses
New edition covers key emerging issues including analytics and data-driven research, digital marketing communications and technologies, emotional intelligence, social entrepreneurship and post-COVID marketing
Features in every chapter to encourage critical thinking and to relate theory to real-world practice, including case studies and insights from sports industry practitioners
Full suite of ancillary materials, including a test bank, PowerPoint slides and a curriculum guide
目次
Prologue: Introduction to the Theory and Practice of Sport Marketing, Part I: Overview of the Sport Marketing Ecosystem, 1. Situation Analysis of Sport Marketing, 2. Developing the Strategic Sport Marketing Structure, Part II: Identifying Sport Marketing Opportunities, 3. Research and Analytics-Driven Information Systems, 4. Understanding Sport Consumer Behavior, Part III: Responding to the Sport Marketplace - Product, Price, and Positioning Strategies, 5. Product and Service Design and Quality, 6. Pricing Structures and Strategies, 7. Positioning and Distribution of Products and Services, Part IV: Sport Marketing Communications and the Promotions Mix, 8. Branding and Sport Brand Management, 9. Sales and Customer Service, 10. Sport Marketing Partnerships: From Prospecting to Activation, 11. Non-Digital Communications and the Sport Promotional Mix, 12. Digital Marketing Communications and Technologies, Part V: Emerging Concepts in Sport Marketing, 13. Generating Impacts through Destination Sport Marketing, 14. Emotional Intelligence in Sport Marketing, Epilogue: Covid-19 and Post-Pandemic Sport Marketing
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