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Sports Marketing

Sports Marketing

Fourth Edition

Other Titles in:
Sports Marketing

June 2023 | 624 pages | SAGE Publications, Inc

Formerly published by Chicago Business Press, now published by Sage

Sports Marketing, Fourth Edition guides students in gaining a better understanding of how to develop and implement marketing strategies and tactics within the sports marketing industry. Author Sam Fullerton provides thorough coverage of this discipline's two broad perspectives: the marketing of sports products and creating a sports platform as the foundation for the marketing of nonsports products.

PART ONE - The Foundation of Sports Marketing
CHAPTER 1 - Introduction to Sports Marketing
CHAPTER 2 - The Four Domains of Sports Marketing
PART TWO - Marketing Through Sports
CHAPTER 3 - Marketing through Sports Using Theme-Based Strategies
CHAPTER 4 - Traditional Sponsorship
CHAPTER 5 - Marketing of Nonsports Products via a Sports Sponsorship Platform
PART THREE - The Marketing of Sports Products
CHAPTER 6 - Segmentation of the Sports Market
CHAPTER 7 - Product Decisions in Sports Marketing
CHAPTER 8 - Distribution Decisions and Facilities Management in Sports Marketing
CHAPTER 9 - Pricing Decisions in Sports Marketing
CHAPTER 10 - Developing a Promotional Strategy for the Marketing of Sports Products
PART FOUR - Emerging Issues in Sports Marketing
CHAPTER 11 - Customer Relationship Management (CRM) in the Business of Sports
CHAPTER 12 - Technology in Sports Marketing
CHAPTER 13 - Controversial Issues in Sports Marketing


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