The growing complexity and importance of sports and event marketing has pushed scholars and practitioners to apply sophisticated marketing thinking and applications to these topics. This book deals with the professional development in the sense that sports marketing can be viewed as an application of consumer behavior research.
There is currently no comprehensive reference work bringing both sports management and sports marketing all together in one place. This encyclopedia is designed to fill this gap in the literature. On the management side, it introduces principles and procedures of economics, budgeting and finance, leadership, governance, communication, business law and ethics, and human resource practices, all in the sports context. On the marketing side it explores two broad streams: marketing of sport and sport-related products and using sport as a platform for marketing non-sports products, as seen in celebrity endorsements of a particular brand of watch or the corporate sponsorship of a tennis tournament.
An introductory textbook that adopst a strategic approach, explaining clearly how every element of the marketing process should be designed and managed, from goal-setting and planning to implementation and control. Coveris all the key topics in the sports marketing curriculum, including consumer behavior, market research, promotions, products, pricing, sponsorship, business ethics, technology and e-marketing, the book introduces core theory and concepts, explains best practice, and surveys the rapidly-changing, international sports business environment. Every chapter contains extensive real-world case studies and biographies of key industry figures and challenging review exercises which encourage the reader to reflect critically on their own knowledge and professional practice.
Call Number: Pomerantz Biz Library HD59.35 .C67 2014
Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This book introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured.
In this annual annotated guide, you'll discover 21,190 listings of live and print sources of information designed to facilitate the start-up, development and growth of specific small businesses, as well as more than 26,000 similar listings for small business topics.
It is increasingly apparent that most firms succeed because they are willing to break the rules and act entrepreneurially. The purpose of this text is to examine how this simple trading principle can be applied by any individual in any private or public sector organization using the concept of entrepreneurial marketing, across all aspects of the marketing process.
Everything you need to know about preparing a business plan. This guide covers: how to analyze the market, customers and competitors, and the business environment; how to model the business and prepare financial statements; how to examine and explain strategic options; risk analysis; funding issues; the executive summary; how to put your plans into practice