Catalogue


Sports marketing : competitive business strategies for sports /
Christine M. Brooks.
imprint
Englewood Cliffs, N.J. : Prentice Hall, c1994.
description
xiii, 333 p. : ill. ; 25 cm.
ISBN
0138358931
format(s)
Book
Holdings
More Details
imprint
Englewood Cliffs, N.J. : Prentice Hall, c1994.
isbn
0138358931
catalogue key
6234195
 
Includes bibliographical references and index.
A Look Inside
Reviews
This item was reviewed in:
Reference & Research Book News, June 1994
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Summaries
Unpaid Annotation
Sports Marketing teaches readers how to research markets, analyze and interpret data, and finally design a plan to go after relevant markets. In addition, the text provides innovative structures for understanding the sports industry and a step-by-step method of developing a sponsorship program.
Main Description
Offering a hands-on approach to becoming an efficient sports marketing strategist, this guide shows readers how to develop their own idea for a sports product/event, create a strategic plan, and apply these ideas to a real-world business venture.KEY TOPICS:Exposing the day-to-day realities of putting together a sports business venture, the handbook begins with two case studies that introduce the overall situation facing sports managers as they attempt to make decisions regarding the correct direction to take their organization ... then walks readers step by step through the many different aspects that are part and parcel of a successful sports marketing plan, such as seeing and seizing an opportunity, understanding markets, the structure of the sport industry, sport publics, sport markets and sport products, the adult sport participant, conducting market research, sponsorship within the corporate marketing framework, designing sport packages, putting the sport sponsorship plan together, pricing sponsorship packages, sponsorship publicity, hospitality programs, analyzing competitive forces, image control, market share strategy, and writing a strategic plan. The guide also includes examples taken directly from the sports business world and highlights the vast scope of job opportunities available in the primary and secondary sport infrastructure.Ideal for both beginning and seasoned sports marketing professionals.
Main Description
Offering a hands-on approach to becoming an efficient sports marketing strategist, this guide shows readers how to develop their own idea for a sports product/event, create a strategic plan, and apply these ideas to a real-world business venture. KEY TOPICS: Exposing the day-to-day realities of putting together a sports business venture, the handbook begins with two case studies that introduce the overall situation facing sports managers as they attempt to make decisions regarding the correct direction to take their organization ... then walks readers step by step through the many different aspects that are part and parcel of a successful sports marketing plan, such as seeing and seizing an opportunity, understanding markets, the structure of the sport industry, sport publics, sport markets and sport products, the adult sport participant, conducting market research, sponsorship within the corporate marketing framework, designing sport packages, putting the sport sponsorship plan together, pricing sponsorship packages, sponsorship publicity, hospitality programs, analyzing competitive forces, image control, market share strategy, and writing a strategic plan. The guide also includes examples taken directly from the sports business world and highlights the vast scope of job opportunities available in the primary and secondary sport infrastructure.Ideal for both beginning and seasoned sports marketing professionals.
Main Description
B> Offering a hands-on approach to becoming an efficient sports marketing strategist, this guide shows readers how to develop their own idea for a sports product/event, create a strategic plan, and apply these ideas to a real-world business venture.KEY TOPICS: Exposing the day-to-day realities of putting together a sports business venture, the handbook begins with two case studies that introduce the overall situation facing sports managers as they attempt to make decisions regarding the correct direction to take their organization ... then walks readers step by step through the many different aspects that are part and parcel of a successful sports marketing plan, such as seeing and seizing an opportunity, understanding markets, the structure of the sport industry, sport publics, sport markets and sport products, the adult sport participant, conducting market research, sponsorship within the corporate marketing framework, designing sport packages, putting the sport sponsorship plan together, pricing sponsorship packages, sponsorship publicity, hospitality programs, analyzing competitive forces, image control, market share strategy, and writing a strategic plan. The guide also includes examples taken directly from the sports business world and highlights the vast scope of job opportunities available in the primary and secondary sport infrastructure. Ideal for both beginning and seasoned sports marketing professionals.
Table of Contents
Preface
Taking Controlp. 1
Understanding Marketsp. 9
The Structure of the Sports Industryp. 31
Sports Publicsp. 55
Sports Products and Sports Marketsp. 83
The Adult Sports Participantp. 103
Conducting Market Researchp. 133
Sponsorship within the Corporate Marketing Frameworkp. 159
Designing Sponsorship Packagesp. 183
Putting a Sports Sponsorship Plan Togetherp. 211
Pricing Sponsorship Packagesp. 235
Sponsorship Publicityp. 253
Analyzing Competitive Forcesp. 281
Appendix A: Writing Your Strategic Planp. 313
Glossaryp. 323
Indexp. 329
Table of Contents provided by Blackwell. All Rights Reserved.

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