Keeping Score: An Inside Look at Sports Marketing (PSI Successful Business Library) [Paperback]

David M. Carter (Author), Erin Wait (Editor)

Book Description

Series: PSI Successful Business Library | Publication Date: March 1, 1996

Big business knows how to play the sports marketing game expertly. Keeping Score explores the multibillion dollar relationship between Corporate America and the sports industry. Packed with fact-filled case studies, this book reveals the strategies that work for the superstars of sports marketing.

Keeping Score will show you how to:
* Create the link between sponsor and event, customer and product
* Increase product or company awareness
* Distinguish a product or service from the competition
* Enhance your firm's community profile
* Access merchandising opportunities

Using the techniques of companies like Nike, McDonald's and Anheuser-Busch will work for your company, and Keeping Score provides a detailed marketing plan to help you develop the right strategy. Keeping Score will put managers in a position not only to understand the dynamics of sports marketing, but to incorporate them into successful strategies.

Editorial Reviews

Review

"...a sound and provocative look at the sports marketing and management industry and serves as an invaluable industry resource." -- Michael L. Garrett, Director of Athletics, University of Southern California

"It provides the foundation needed for sports marketing and management professionals to understand, analyze, and capitalize..." -- Robert Wagner, Director of Advertising Sales and Servicing, Disney Sports Enterprises

Keeping Score thoroughly and systematically addresses the pertinent strategic issues facing professionals... -- David L. Geyer, Director of Marketing, Price Waterhouse

From the Publisher

Reveals the inside story of Corporate America's multi-billion dollar relationship with the sports industry. Packed with fact-filled case studies, it shows you exactly what strategies work for the superstars of sports marketing. Provides a detailed marketing plan to help you develop the right sports marketing strategy.

See all Editorial Reviews

Product Details

• Paperback: 322 pages
• Publisher: Oasis Press (March 1, 1996)
• Language: English
• ISBN-10: 1555713777
• ISBN-13: 978-1555713775
• Product Dimensions: 9.4 x 7.4 x 0.9 inches
• Shipping Weight: 1.3 pounds
• Average Customer Review: 3.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #3,211,379 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

6 of 7 people found the following review helpful:

2.0 out of 5 stars A very general book covering the main points of sports marke, October 5, 1999

By A Customer

This review is from: Keeping Score: An Inside Look at Sports Marketing (PSI Successful Business Library) (Paperback)

If you are looking for a detailed, in-depth study of sports marketing, do not buy this book. This is a general book for college students covering the most basic topics on the subject. I would definitely recommend it for students working on their thesys or some sort of paper. If you are a professional seeking for something serious, try another book

4.0 out of 5 stars not a textbook, but obviously author from sports industry., June 17, 2003

By 

"dingzi" (Durham, NC United States) - See all my reviews

This review is from: Keeping Score: An Inside Look at Sports Marketing (PSI Successful Business Library) (Paperback)

I bought this book from Amazon in 1996 and only briefly read some
chapters. At that time I was in Beijing, China, busy as a director of a pro sports team.

Recently I read again this book. It's my fifth year in US and I have a good picture of pro sports. I'm knowledge on basketball marketing, franchise, basketball media,
but know little about baseball and football. This book gives
me a good picture of the two sports. From history to collective
bargaining agreement, the problem happened on basketball also happened to baseball/football.

I recommend this book.