Sports marketing
著者
書誌事項
Sports marketing
Routledge, 2019
2nd ed., international student ed
- : pbk
大学図書館所蔵 全1件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes bibliographical references and index
内容説明・目次
内容説明
Highly practical and engaging, Sports Marketing equips students with the skills, techniques and tools they need to be successful marketers in any sporting environment.
The book combines scholarly theory with the perspectives of those who have been involved actively in the sports business. A wide range of examples from all levels of sports from around the world, as well as insider expert insights help tie what they learn strongly to practice, and assures them that the theory is relevant. New material includes:
Expanded coverage of marketing analytics and the use of market-driven tactics showing students how to strengthen customer relationships and maximize profits
More material on licensing and merchandising, so students understand how to exploit brand leveraging opportunities
Greater attention to the impact of new technologies on customer relationships, such as social media, content marketing, ticketing strategies, and e-sports, ensuring students are exposed to the latest advancements in marketing for sports
Introduction to idea generation and creative thinking processes, helping students develop the skills to drive innovation and create value through new marketing campaigns
A stronger global focus throughout the book, including several new cases from outside the US, as well as coverage of international sporting organizations, such as FIFA and the ever popular English Premier League
Alongside the popular 'You Make the Call' sections that encourage students to consider multiple perspectives on an issue and stimulate lively classroom discussion, chapter summaries, review questions, and a glossary further support learning. Sports Marketing will give students of sports marketing and sports management classes a firm grasp on the ins and outs of working in sport.
目次
1 Sports Meets Marketing
2 Sports Entertainment Consumption
3 The Marketing Environment
4 Segmenting Audiences for Sports
5 Building a Relevant Brand
6 Product Strategy
7 Experiential Marketing
8 Brand Communications Strategy
9 Brand Communications Campaigns
10 Communications Channels
11 Sponsorship-Linked Marketing
12 Measuring Sports Brand Performance
13 Delivery of Sports Experiences
14 Preparing Future Sports Marketers
「Nielsen BookData」 より