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Détails
| Type de document: | Livre |
|---|---|
| Tous les auteurs / collaborateurs: |
Bernard James Mullin; Stephen Hardy; William Anthony Sutton |
| ISBN: | 0880118776 9780880118774 |
| Numéro OCLC: | 41991405 |
| Description: | xiv, 441 pages : illustrations ; 29 cm |
| Contenu: | The Special Nature of Sport Marketing -- Sports Go Global; So Does the Competition -- Another Golden Age of Sport? -- A Troubled Golden Age -- Sport Marketing Defined -- Marketing Myopia in Sport -- Some Signs of Promise -- The Uniqueness of Sport: Product, Market, Finance, and Promotion -- The Changing Shape of the Sport Industry -- Marketing Management in Sport: An Overview -- Sport Strategy Is More Than Locker-Room Talk -- Implementing a Sport Marketing Program: Strategy and Tactics Equal the Game Plan -- The SWOT Analysis -- After the SWOT Analysis -- Coordinating the Marketing Effort -- Studies of Sport Consumers -- Types of Sport Consumer Studies -- Reading Sport Consumer Studies -- Wrap-Up -- Perspectives in Sport Consumer Behavior -- Socialization, Involvement, and Commitment -- Environmental Factors -- Individual Factors -- Decision Making for Sport Involvement -- The Role of Research in Sport Marketing -- An Information-Based Approach to Marketing Sport -- Characteristics of an Ideal Marketing Information System -- Data Sources for a Marketing Information System -- Common Problems in Sport Marketing Research -- Analyzing Survey Data -- Market Segmentation -- What Is Marketing Segmentation? -- Four Bases of Segmentation -- The Sport Product -- What Is the Sport Product? -- The Sport Product: Its Core and Extensions -- Key Issues: Differentiation, Development, Positioning, Branding -- Licensed and Branded Merchandise -- What Is a Licensed Product? -- What Makes Licensing Work? -- Licensed-Product Revenues. |
| Responsabilité: | Bernard J. Mullin, Stephen Hardy, William A. Sutton. |
Résumé:
This student text provides a foundation of theory and principles for those seeking sports management position It provides an overview of the reasons and foundations for sport marketing as well as
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