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Viser: Advanced Theory and Practice in Sport Marketing
Advanced Theory and Practice in Sport Marketing
Eric C. Schwarz, Jason D. Hunter og Alan LaFleur
(2012)
Sprog: Engelsk
Detaljer om varen
- Paperback: 410 sider
- Udgiver: Taylor & Francis Group (August 2012)
- Forfattere: Eric C. Schwarz, Jason D. Hunter og Alan LaFleur
- ISBN: 9780415518482
Effective marketing is essential for any successful sport organization, from elite professional sports teams to local amateur leagues. Now in a fully revised and updated second edition, Advanced Theory and Practice in Sport Marketing is still the only text to introduce key theory and best practice at an advanced level.
The book covers every key functional and theoretical area of sport marketing, including marketing research, information systems, consumer behavior, logistics, retail management, sales management, e-commerce, promotions, advertising, sponsorship, and international business. This new edition includes expanded coverage of important contemporary issues, including social responsibility and ethics, social media and networking, relationship and experience marketing, recovery marketing, and social marketing. Every chapter contains extended cases and first-hand accounts from experienced sport marketing professionals from around the world. Following those cases are questions encouraging students and practitioners to apply their theoretical knowledge to real-world situations and to develop their critical thinking skills, while each chapter also includes helpful features such as definitions of key terms, summaries, and guides to further reading. A companion website includes an impressive array of additional teaching and learning resources, including a test bank of exam questions, PowerPoint slides, and extra case studies for lecturers and instructors, and useful web links, self-test multiple-choice questions, and glossary flashcards for students.
Advanced Theory and Practice in Sport Marketing goes further than any other sport marketing text in preparing the student for the real world of sport marketing. It is essential reading for any upper-level undergraduate or postgraduate course in sport marketing or sport business, and for anybody working in sport marketing looking to develop and extend their professional skills.
Chapter 1: Introduction to Sport Marketing
Chapter 2: Managing the Sport Marketing Mix
Chapter 3: Social Responsibility and Ethics in Sport Marketing PART II - Understanding the Sport Consumer
Chapter 4: Sport Marketing Research and Information Systems
Chapter 5: Sport Consumer Behavior PART III - Sport Marketing Logistics
Chapter 6: Sport Product and Logistical Management
Chapter 7: Sales Management in Sport
Chapter 8: Retail Management in Sport
Chapter 9: E-Marketing Management in Sport PART IV - Promotional Aspects of Sport Marketing
Chapter 10: Communication Management and Promotions in Sport
Chapter 11: Sport Advertising
Chapter 12: Sport Sponsorship
Chapter 13: Social Media and Networking in the Sport Industry PART V - The Evolution of Sport Marketing
Chapter 14: International and Global Marketing in Sport
Chapter 15: Emerging Sociological Sport Marketing Concepts