Indeks: Chapter 1. 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 - Wrap-Up Chapter 2. 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 - Wrap-Up Chapter 3. Studies of Sport Consumers - Types of Sport Consumer Studies - Reading Sport Consumer Studies - Wrap-Up Chapter 4. Perspectives in Sport Consumer Behavior - Socialization, Involvement, and Commitment - Environmental Factors - Individual Factors - Decision Making for Sport Involvement - Wrap-Up Chapter 5. 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 - Wrap-Up Chapter 6. Market Segmentation - What Is Market Segmentation? - Four Bases of Segmentation - Wrap-Up Chapter 7. The Sport Product - What Is the Sport Product? - Sport Product: Its Core and Extensions - Key Issues: Differentiation, Development, Positioning, Branding - Wrap-Up Chapter 8. Licensed and Branded Merchandise - What Is a Licensed Product? - What Makes Licensing Work? - Licensed-Product Revenues - The Licensing Process - Manufacturers - Players’ Unions - Licensing in Individual Professional Sports - Collegiate Licensing - Retail - Current Merchandising Issues and Trends - Wrap-Up Chapter 9. Pricing Strategies - The Basics of Pricing - Core Issues - Standard Approaches to Pricing - Special Factors - Writing About Price and Value - Remember the Escalator! Pricing, Public Relations, and Promotions - Wrap-Up Chapter 10. Promotions - The Catch-All “P”: Promotion - Advertising - Advertising Media for Sport - Promotional Concepts and Practices - Promotional Components - The Ultimate Goal: Moving Consumers Up the Escalator - Wrap-Up Chapter 11. Sales: Management and Applications - Sales Defined - Direct Data-Based Sport Marketing - Typical Sales Approaches Used in Sport - Tips for Effective Implementation - Wrap-Up Chapter 12. Promotional Licensing and Sponsorship - Sponsorship Defined - Sponsorship’s Place Within the Marketing Mix - The Growth of Sponsorship - What Does Sport Sponsorship Have to Offer? - Corporate Objectives - Evaluating and Ensuring Sponsorship Effectiveness - Selling the Sponsorship - Ethical Issues in Sponsorship - Wrap-Up Chapter 13. Place or Product Distribution - Placing Core Products and Their Extensions - Theory of Sport and “Place” - The Facility - Evaluating Consumer Opinion - Marketing Channels - The Product-Place Matrix - Wrap-Up Chapter 14. Electronic Media - The Electronic Media Landscape - Television - Radio - Digital Technology - Wrap-Up Chapter 15. Public Relations - Public Relations Defined - Public Relations Functions - Media Impact Upon Sport Public Relations - Strategic Planning and Public Relations - Integrating Sales, Promotion, Sponsorship Media, and Community Relations - Wrap-Up Chapter 16. Coordinating and Controlling the Marketing Mix - Cross-Impacts of the Five Ps - Controlling the Marketing Function - Wrap-Up Chapter 17. The Legal Aspects of Sport Marketing - What Is Intellectual Property? - The Law of Copyright - The Lanham Trademark Act - Unfair Competition and Unfair Trade Practices - The Right of Publicity and Invasion of Privacy - Patents - Emerging Issues - Wrap-Up Chapter 18. The Shape of Things to Come - Shawn Hunter, Chief Operating Officer, Phoenix Coyotes - Jim Kahler, Senior Vice President, Cleveland Cavs - Jerry Solomon, President, P.S. StarGames - Lesa Ukman, International Events Group and the IEG Sponsorship Report - Alan Freidman, Founder and Executive Editor, Team Marketing Report - Alycen C. McAuley, Harrison S. Campbell and D. Mitchell Wheeler, Marketing Associates International - From Our Crystal Ball - Wrap-Up |