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Sports Marketing: International Student Edition 2nd edition [Hardback]

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, (University of Louisiana at Monroe, USA),
  • Formāts: Hardback, 446 pages, height x width: 280x210 mm, weight: 1451 g, 92 Tables, color; 73 Line drawings, color; 67 Halftones, color; 140 Illustrations, color
  • Izdošanas datums: 03-Aug-2018
  • Izdevniecība: Routledge
  • ISBN-10: 1138039837
  • ISBN-13: 9781138039834
Citas grāmatas par šo tēmu:
Sports Marketing: International Student Edition 2nd editionPalielināt
  • Formāts: Hardback, 446 pages, height x width: 280x210 mm, weight: 1451 g, 92 Tables, color; 73 Line drawings, color; 67 Halftones, color; 140 Illustrations, color
  • Izdošanas datums: 03-Aug-2018
  • Izdevniecība: Routledge
  • ISBN-10: 1138039837
  • ISBN-13: 9781138039834
Citas grāmatas par šo tēmu:
Permanent link: https://www.kriso.lv/db/9781138039834.html
Keywords:

Highly practical and engaging, Sports Marketing equips students with the skills, techniques, and tools they need to be successful marketers in any sporting environment.

The book combines scholarly theory with the perspectives of those who have been actively involved in the sports business. A worldwide range of examples from all levels of sports, as well as insider expertise, strongly ties classroom learning to real-world practice, and assures students that the theory is relevant. New material includes:

• Expanded coverage of marketing analytics and the use of market-driven tactics showing students how to strengthen customer relationships and maximize profits

• Greater attention to the impact of new technologies on customer relationships, such as social media, content marketing, ticketing strategies, and eSports, ensuring students are exposed to the latest advancements in marketing for sports

• A stronger global focus throughout the book, including several new cases from outside the US, as well as coverage of international sporting organizations, such as FIFA and the ever popular English Premier League

• Six new "You Make the Call" short cases to offer opportunities for analysis and decision making in sectors of sports marketing including sports media, experiential events, and eSports

These popular ‘You Make the Call’ cases and review questions stimulate lively classroom discussion, while chapter summaries and a glossary further support learning. Sports Marketing will give students of sports marketing and management a firm grasp of the ins and outs of working in sports.

Preface xix
Chapter Features xxi
Acknowledgements xxiii
Foreword xxv
1 Sports Meets Marketing 1(26)
Home Improvement: Arthur Blank's Makeover of the Atlanta Falcons
1(3)
Insider Insights
3(1)
Introduction
4(1)
The Case for Sports Marketing
4(2)
Distinguishing Characteristics of Sports Marketing
5(1)
Marketing's Contribution to the Sports Organization
6(2)
Catalyst for Creating Customer Value
6(1)
Develops and Nurtures Customer Relationships
7(1)
Connects Organization with the External Environment
8(1)
Evolution of Sports Marketing
8(4)
Monopoly Era (1900-1950)
9(1)
Television Era (1950-1990)
9(1)
Highlight Era (1990-2010)
10(1)
Experience Era (2010-today)
10(2)
The Sports Industry in the Experience Era
12(5)
Business-Driven Growth Factors
12(3)
Consumer-Driven Growth Factors
15(2)
Insider Insights: Andrew Saltzman, Atlanta Hawks and Philips Arena
17(1)
A Framework for Creating Customer-Centered Experiences
17(6)
Positioning
18(1)
Platform
19(1)
Promotion
20(1)
Profits
21(1)
People
21(9)
Insider Insights: Chris Eames, ESPN
22(1)
Summary
23(1)
Review Questions
23(1)
New Terms
24(1)
Discussion and Critical Thinking Exercises
24(3)
2 Sports Entertainment Consumption 27(32)
A Fan for Life...and Beyond
27(1)
Introduction
28(1)
Understanding Consumption Motives
29(1)
Sports Consumption Motives
30(2)
Social Motives
30(1)
Psychological Motives
31(1)
Personal Motives
31(1)
Insider Insights: Rob Farinella, Blue Sky Agency
32(1)
Sports Fan Types
32(4)
Low-Involvement Fan Segments
33(1)
High-Involvement Fan Segments
34(2)
Fan Relationship Connection Points
36(4)
Star Power
36(2)
Family
38(1)
Socialization
38(1)
Community
38(1)
Participation
39(1)
The Decision for Sporting Event Consumption
40(1)
A Framework for Direct Sports Consumption
40(12)
Perceived Options
41(5)
Team Identification
46(1)
Personal Incentives
47(1)
Marketing Incentives
48(13)
Insider Insights: Scott McCune, McCune Sports & Entertainment Ventures
52(1)
Summary
52(1)
Review Questions
53(1)
New Terms
53(1)
Discussion and Critical Thinking Exercises
54(1)
You Make the Call: Major League Lacrosse
55(4)
3 The Marketing Environment 59(32)
Sports Venue Foodservice Goes Upscale, Downscale, and Large Scale
59(2)
Introduction
61(1)
The External Marketing Environment
61(14)
Competition
61(3)
Economy
64(1)
Technology
65(1)
Political, Legal, and Regulatory Climate
66(3)
Sociodemographic Trends
69(6)
Insider Insights: Dennis Adamovich, College Football Hall of Fame
75(1)
Strategic Planning: Process and Methods
75(1)
Conducting a Situation Analysis
75(3)
SWOT Analysis as an Analytical Tool
75(2)
Acting on SWOT Analysis Findings
77(1)
Setting Goals and Objectives
78(1)
Gathering Information to Manage the Marketing Environment
79(5)
Secondary Data Sources
79(2)
Primary Data Sources
81(12)
Insider Insights: Sean Hanrahan, ESPN
84(1)
Developing Strategic Plans
84(1)
Summary
84(1)
Review Questions
85(1)
New Terms
85(1)
Discussion and Critical Thinking Exercises
86(1)
You Make the Call: Louisiana Downs
87(4)
4 Segmenting Audiences for Sports 91(30)
Kids' Clubs Go from Child's Play to Serious Business
91(1)
Introduction
92(1)
Why Segment Audiences for Sports?
93(2)
What Is Market Segmentation?
93(2)
Segmenting Consumer Audiences
95(6)
Descriptive Characteristics of Customers
95(1)
Benefits Sought from Purchase
96(1)
Customer Behaviors
97(1)
Reaching and Engaging Customers
98(3)
Insider Insights: Chris Eames, ESPN
101(1)
Segmenting Business Audiences
101(5)
Descriptive Characteristics
103(1)
Benefits Sought
104(2)
Behaviors Exhibited
106(1)
Implementation of Segmentation Strategies
106(9)
Ticket Sales
107(1)
Experiential Events
108(1)
Licensed Merchandise
109(2)
Sponsorships
111(1)
Media Content
112(11)
Insider Insights: Rob Farinella, Blue Sky Agency
114(1)
Summary
115(1)
Review Questions
115(1)
New Terms
116(1)
Discussion and Critical Thinking Exercises
116(1)
You Make the Call: IndyCar
117(4)
5 Building a Relevant Brand 121(30)
Seattle Sounders: The People's Brand
121(2)
Introduction
123(1)
What Is a Brand?
123(3)
An Identity
123(1)
An Image
123(1)
A Promise
124(1)
A Relationship
125(1)
Building a Brand
126(7)
Brand Name
126(2)
Brand Marks
128(2)
Special Cases in Sports Branding
130(2)
Ethical Considerations
132(1)
Brand Leveraging
133(8)
Developing Brand Equity
134(1)
Staking a Brand Position
135(3)
Extending Brands to New Products
138(1)
Leveraging Brands through Licensing
139(2)
Insider Insights: Derek Schiller, Atlanta Braves
141(1)
Brand Alignment
141(3)
The Role of Corporate Social Responsibility
141(12)
Insider Insights: Tom McMillan, Pittsburgh Penguins
143(1)
Summary
144(1)
Review Questions
144(1)
New Terms
145(1)
Discussion and Critical Thinking Exercises
146(1)
You Make the Call: 247Sports
147(4)
6 Product Strategy 151(30)
Product Growth: No Sweat at Under Armour
151(2)
Introduction
153(1)
The Sports Product
153(7)
Products
154(1)
Services
155(1)
Live Event/Experience
156(1)
Digital Experience
156(2)
Personalities
158(2)
Defining the Product Offering
160(5)
Core Product
160(1)
Actual Product
161(1)
Augmented Product
162(1)
Managerial Implications
163(2)
Marketing Innovations
165(1)
Influences on Adoption of Innovations
165(1)
Relative Advantage
166(3)
Compatibility
166(1)
Complexity
166(1)
Trialability
167(1)
Marketing Innovation: The Case of an eSports Product
167(2)
Insider Insights: Andrew Saltzman, Atlanta Hawks and Philips Arena
169(1)
Brand Leveraging Strategies
169(5)
Expand Existing Customer Relationships
169(1)
Attract New Customers in Existing Markets
170(1)
Break into New Markets
171(12)
Insider Insights: Jeff Gregor, Turner
174(1)
Summary
174(1)
Review Questions
175(1)
New Terms
175(1)
Discussion and Critical Thinking Exercises
175(1)
You Make the Call: World Baseball Classic
176(5)
7 Experiential Marketing 181(32)
O2 Connects with Experiential Marketing
181(1)
Introduction
182(1)
Why Experiential Marketing?
183(3)
Experiential Marketing's Distinguishing Characteristics
183(2)
Reasons for Growth of Experiential Marketing
185(1)
Experiential Marketing Strategies
186(5)
Achieve Brand Differentiation
186(1)
Provide Benefits through Exclusivity
187(1)
Offer Rewards to Key Customers
188(2)
Motivate Product Evaluation and Trial
190(1)
Insider Insights: Tom Hoof, Arizona Coyotes
190(1)
Experiential Marketing Design
191(6)
Types of Experiences
191(1)
Delivery of Experiences
191(1)
The Four Es of Experiential Marketing
192(1)
Facility Design
193(4)
Sponsorship Activation
197(1)
Design Considerations
198(3)
Who Is the Target Audience?
198(1)
What Are the Objectives of the Experience?
198(1)
What Does the Target Audience Appreciate Most about Your Brand?
199(1)
What Approaches Have Competitors Used?
199(1)
What Practices of Non-Competitors Can Serve as a Model?
200(1)
Revenue Creation Opportunities in Experiential Marketing
201(4)
Branded Events
201(1)
Value-Added Benefits
202(1)
Tiered Rewards
202(1)
Client Hospitality
203(1)
Resource for Sponsors
204(11)
Insider Insights: Andrew Saltzman, Atlanta Hawks and Philips Arena
205(1)
Summary
205(1)
Review Questions
206(1)
New Terms
207(1)
Discussion and Critical Thinking Exercises
207(1)
You Make the Call: Major League Gaming
208(5)
8 Brand Communications Strategy 213(24)
ESPN College GameDay. More than a TV Show
213(1)
Introduction
214(1)
Integrated Marketing Communications
215(2)
Why IMC?
215(1)
IMC in Action
216(1)
Insider Insights: Rob Farinella, Blue Sky Agency
217(1)
Pull versus Push Marketing
217(2)
Pull Strategy
217(1)
Push Strategy
218(1)
Dual Strategy
219(1)
Brand Communications Objectives
219(4)
Types of IMC Objectives
220(2)
Strategic Implications
222(1)
Insider Insights: Tom McMillan, Pittsburgh Penguins
223(1)
Linking Consumer Behavior to IMC Objectives
223(6)
Awareness
225(1)
Associations
225(1)
Attitude
226(1)
Preference
227(1)
Trial
227(1)
Purchase
228(1)
Loyalty
229(1)
Summary
229(1)
Review Questions
230(1)
New Terms
230(1)
Discussion and Critical Thinking Exercises
231(1)
You Make the Call: Tough Mudder
232(5)
9 Brand Communications Campaigns 237(26)
LPGA's Dilemma: Good Play versus Good Looks
237(1)
Introduction
238(1)
Communications Campaign Planning
238(8)
Step One: Define the Target Market
239(1)
Step Two: Set Objectives
240(1)
Step Three: Establish the Budget
241(2)
Step Four: Determine IMC Strategy and Tactics
243(2)
Step Five: Implement Campaign
245(1)
Insider Insights: Chris Eames, ESPN
246(1)
Creative Strategy
246(10)
Message Strategy
247(2)
Presentation Strategy
249(4)
Execution Strategy
253(12)
Insider Insights: Tom Hoof, Arizona Coyotes
255(1)
Summary
256(1)
Review Questions
256(1)
New Terms
257(1)
Discussion and Critical Thinking Exercises
257(2)
You Make the Call: K-Swiss
259(4)
10 Communications Channels 263(32)
Minor League Baseball Brings Out Best, Worst in Creativity
263(2)
Introduction
265(1)
Exposure versus Engagement
265(4)
Exposure
265(1)
Engagement
266(3)
Brand Communications Mix
269(1)
Marketer-Controlled Channels
270(15)
Media Advertising
270(3)
Sales Promotions
273(3)
Public Relations
276(1)
Sales Force
277(2)
Direct Response Marketing
279(6)
Insider Insights: Jeff Gregor, Turner
285(1)
Consumer-Controlled Channels
285(3)
Social Networking Platforms
286(1)
Online Communities
286(1)
Marketer's Role in Consumer-Controlled Channels
287(10)
Insider Insights: Derek Schiller, Atlanta Braves
287(1)
Summary
288(1)
Review Questions
288(1)
New Terms
289(1)
Discussion and Critical Thinking Exercises
290(1)
You Make the Call: DraftKings
291(4)
11 Sponsorship-Linked Marketing 295(32)
Bridgestone Rides Sports to Build Brand
295(2)
Introduction
297(1)
Evolution of Sponsorship
297(7)
Types of Sponsorships
298(4)
Distinguishing Characteristics of Sponsorship
302(1)
Sponsorship Growth
303(1)
Value to Sponsors
304(4)
Targeted Reach
304(1)
Image Transfer
305(1)
Exclusivity
306(1)
Marketing Opportunities
306(1)
Protection of Investment
307(1)
Insider Insights: Dennis Adamovich, College Football Hall of Fame
308(1)
Sponsorship Management
308(10)
Step One: Define the Target Audience
308(1)
Step Two: Set Objectives
309(3)
Step Three: Select the Sports Property
312(1)
Step Four: Establish a Budget
313(1)
Step Five: Develop an Activation Plan
313(2)
Step Six: Measure Effectiveness
315(3)
Insider Insights: Rob Farinella, Blue Sky Agency
318(1)
Reasons Sponsorships End
318(2)
Unclear Expectations
318(1)
Inadequate Budget to Activate Sponsorship
319(1)
Change in Strategic Focus
319(1)
Change in Managerial Personnel
319(1)
Summary
320(1)
Review Questions
320(1)
New Terms
321(1)
Discussion and Critical Thinking Exercises
322(1)
You Make the Call: Zaxby's
323(4)
12 Measuring Sports Brand Performance 327(30)
Winds of Change Are Variable for Ticket Pricing
327(2)
Introduction
329(1)
Importance of Measuring Performance
329(2)
Align Marketing Activities with the Brand
330(1)
Evaluate Marketing Decisions
330(1)
Translate Insights into Actions
331(1)
Measuring Marketing Performance
331(13)
Fan Engagement
332(1)
Customer Satisfaction
332(2)
Return on Investment
334(1)
Ticket Sales
335(6)
Sponsorship Sales
341(1)
Retail Services
342(2)
Insider Insights: Tom Hoof, Arizona Coyotes
344(1)
Marketing Analytics
344(2)
How Analytics Are Used for Decision Making
344(1)
Analytics for Sports Marketing
345(1)
Challenges in Measuring Performance
346(2)
Uncontrollable Factors
346(1)
Selecting Appropriate Measures
347(1)
Determining Impact
347(12)
Insider Insights: Andrew Saltzman, Atlanta Hawks and Philips Arena
348(1)
Summary
348(1)
Review Questions
349(1)
New Terms
350(1)
Discussion and Critical Thinking Exercises
350(2)
You Make the Call: Jacksonville Jumbo Shrimp
352(5)
13 Delivery of Sports Experiences 357(24)
Customer Service Is Key Ingredient to Quality for Sportservice
357(1)
Introduction
358(1)
Managing Quality
359(8)
Defining Service Quality
359(6)
Service Quality and Customer Satisfaction
365(1)
Managing Service Quality
365(2)
Insider Insights: Andrew Saltzman, Atlanta Hawks and Philips Arena
367(1)
Marketing Execution
367(8)
Why Outsource?
367(2)
Staying In-House
369(1)
Services That Can Be Outsourced
370(13)
Insider Insights: Jeff Gregor, Turner
375(1)
Summary
375(1)
Review Questions
375(1)
New Terms
376(1)
Discussion and Critical Thinking Exercises
376(1)
You Make the Call: FanVision
377(4)
14 Preparing Future Sports Marketers 381(20)
Finding Your Red Rubber Ball
381(2)
Introduction
383(1)
Career Paths in Sports Marketing
383(7)
Ticket Sales
384(1)
Customer Service
385(1)
Sponsorship
385(1)
Brand Communications
386(1)
Event Marketing/Management
387(1)
Facility Management
388(1)
Marketing Operations
389(1)
Services Marketing
389(1)
Positioning for Success
390(8)
Experience
390(3)
Networking
393(3)
Your Personal Brand
396(1)
Insider Insights: Getting Into the Game
396(1)
General Advice
396(1)
Education and Training
397(1)
Gaining Experience
398(1)
Summary
398(1)
Review Questions
398(1)
New Terms
399(1)
Discussion and Critical Thinking Exercises
399(2)
Online Career Resources
399(2)
Appendix 401(4)
Index 405
Michael J. Fetchko is President and Managing Director of ISM USA, a full-service marketing agency, as well as Co-director of the Pittsburgh Center for Sports Media and Marketing at Point Park University, USA.

Donald P. Roy is Professor of Marketing at Middle Tennessee State University, USA.

Kenneth E. Clow is a Professor of Marketing and holder of the Biedenharn Endowed Chair of Business in the College of Business Administration at University of LouisianaMonroe, USA.