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Contents Preface Acknowledgments Chapter 1 The Special Nature of Sport Marketing Global Marketing Strategy The Competitive Marketplace Sport Marketing Defined Marketing Myopia in Sport The Slowly Growing Sport Marketing Profession The Uniqueness of Sport Marketing A Model of the Sport Industry Consolidation in the Sport Industry Chapter 2 Strategic Marketing Management Sport Strategy Is More Than Locker Room Talk Implementing a Sport Marketing Program Strategic Step 1: Visualize and Position the Organization Vis-à-Vis the Market Strategic Step 2: Clarify Your Goals and Objectives Strategic Step 3: Develop a Marketing Plan Strategic Step 4: Integrate the Marketing Plan Into a Broader, Strategic Allocation of Resources That Ensure Success Strategic Step 5: Control and Evaluate the Plan's Implementation Chapter 3 Studies of Sport Consumers Types of Sport Consumer Studies Reading Sport Consumer Studies Chapter 4 Perspectives in Sport Consumer Behavior Socialization, Involvement, and Commitment Environmental Factors Individual Factors Decision Making for Sport Involvement Chapter 5 Data-Based Marketing and the Role of Research in Sport Marketing An Integrated Data-Based Approach to Marketing Sport Characteristics of an Ideal Data-Based Marketing System Customer Relationship Management (CRM) Systems Building the DBM System Role of Market Research Data Sources for an Effective Data-Based Marketing System Types of Primary Market Research Used in Sport Common Problems in Sport Marketing Research Chapter 6 Market Segmentation What Is Market Segmentation? Four Bases of Segmentation Integrated Segmentation Strategies and Tactics Chapter 7 The Sport Product What Is the Sport Product? The Sport Product: Its Core And Extensions Key Issues in Sport Product Strategy Chapter 8 Managing Sport Brands Importance of Brand Equity Benefits of Brand Equity How Brand Equity Is Developed Chapter 9 Licensed and Branded Merchandise What Are Licensing and Branding? A History of Licensed Products Industry Structure Current Issues and Trends in Licensing and Branding Chapter 10 Pricing Strategies The Basics of Pricing Core Issues Standard Approaches to Pricing Special Pricing Factors Writing About Price and Value Chapter 11 Promotions The Catchall P: Promotion Advertising Advertising Media for Sport Promotional Concepts and Practices Promotional Components The Ultimate Goal: Moving Consumers Up the Escalator Putting it all together ¿ An Integrated Promotional Model Chapter 12 Sales: Management and Applications Sales Defined Direct Data-Based Sport Marketing Typical Sales Approaches Used in Sport Tips for Effective Implementation Chapter 13 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 Chapter 14 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 Chapter 15 Electronic Media The Electronic Media Landscape It's Not Just Play-by-Play The Digital Future Chapter 16 Public Relations: Building and Managing an Image Public Relations Defined Public Relations Functions Media Impact on Sport Public Relations Strategic Planning and Public Relations Integrating Sales, Promotion, Sponsorship, Media, and Community Relations Chapter 17 Coordinating and Controlling the Marketing Mix Cross-Impacts Among the Five Ps Controlling the Marketing Function Chapter 18 The Legal Aspects of Sport Marketing What Is Intellectual Property? Trademark Infringement Trademarks and the Internet Unfair Competition and Unfair Trade Practices Copyright Law and Sport Marketing Patents Right of Publicity and Invasion of Privacy Emerging Issues Chapter 19 The Shape of Things to Come Looking Ahead to 2011: A Sports Business Odyssey Looking Back for Inspiration but Looking Forward for Disruption My Fearless Predictions for the Next Five Years in Sport Sponsorship The Future of the Team Sport Business Sport Industry Jobs in the Next Five Years From Our Crystal Ball From Our Crystal Ball Redux: By the Year 2012 Appendix A Sport Industry Organizations Appendix B Sample Surveys Endnotes Index About the Authors
Library of Congress Subject Headings for this publication:
Sports -- Marketing.