Sports marketing /
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| Главный автор: | |
|---|---|
| Формат: | |
| Язык: | English |
| Опубликовано: |
Boston :
McGraw-Hill/Irwin,
c2007.
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| Предметы: | |
| Online-ссылка: | Publisher description Table of contents only |
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Оглавление:
- Introduction to sports marketing
- Marketing through sports
- Introduction to sponsorship
- Sponsorship objectives and components
- The sponsorship commitment: resources and duration
- Ambush marketing
- Leveraging
- Developing and selling the sponsorship proposal
- Pre-event evaluation
- Postevent evaluation
- Sponsorship foundation and failure
- Endorsements
- Venue naming rights
- Licensing
- Segmentation of the sports market
- Product decisions in sports marketing
- Distribution decisions in sports marketing
- Pricing decisions in sports marketing
- Developing a promotional strategy for the marketing of sports products
- Relationship marketing in the business of sports
- The role of the technology in sports marketing
- Controversial issues in sports marketing.