Offering a hands-on approach to becoming an efficient sports marketing strategist, this guide shows readers how to develop their own idea for a sports product/event, create a strategic plan, and apply these ideas to a real-world business venture. KEY TOPICS: Exposing the day-to-day realities of putting together a sports business venture, the handbook begins with two case studies that introduce the overall situation facing sports managers as they attempt to make decisions regarding the correct direction to take their organization ... then walks readers step by step through the many different aspects that are part and parcel of a successful sports marketing plan, such as seeing and seizing an opportunity, understanding markets, the structure of the sport industry, sport publics, sport markets and sport products, the adult sport participant, conducting market research, sponsorship within the corporate marketing framework, designing sport packages, putting the sport sponsorship plan together, pricing sponsorship packages, sponsorship publicity, hospitality programs, analyzing competitive forces, image control, market share strategy, and writing a strategic plan. The guide also includes examples taken directly from the sports business world and highlights the vast scope of job opportunities available in the primary and secondary sport infrastructure. Ideal for both beginning and seasoned sports marketing professionals.
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Offering a hands-on approach to becoming an efficient sports marketing strategist, this guide shows readers how to develop their own idea for a sports product/event, create a strategic plan, and apply these ideas to a real-world business venture. Exposing the day-to-day realities of putting together a sports business venture, the handbook begins with two case studies that introduce the overall situation facing sports managers as they attempt to make decisions regarding the correct direction to take their organization ... then walks readers step by step through the many different aspects that are part and parcel of a successful sports marketing plan, such as seeing and seizing an opportunity, understanding markets, the structure of the sport industry, sport publics, sport markets and sport products, the adult sport participant, conducting market research, sponsorship within the corporate marketing framework, designing sport packages, putting the sport sponsorship plan together, pricing sponsorship packages, sponsorship publicity, hospitality programs, analyzing competitive forces, image control, market share strategy, and writing a strategic plan. The guide also includes examples taken directly from the sports business world and highlights the vast scope of job opportunities available in the primary and secondary sport infrastructure. Ideal for both beginning and seasoned sports marketing professionals.
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Most Helpful Customer Reviews
3 of 4 people found the following review helpful:
4.0 out of 5 stars
Great book for those interested in sports marketing,
By dtangen@hotmail.com (Aukra, Norway) - See all my reviews
This review is from: Sports Marketing: Competitive Business Strategies for Sports (Paperback)
I used this book when writing my term paper on sports sponsorship and I found it very insightful. Everyone who is interested in sports and sports marketing should read this book. I would highly recommend it for both students and professionals in sports, the book gives you a great tool for creating your own event or help your team get sponsored.
1 of 2 people found the following review helpful:
4.0 out of 5 stars
Great Textbook!,
By bradleyh@umich.edu (Ann Arbor, Michigan) - See all my reviews
This review is from: Sports Marketing: Competitive Business Strategies for Sports (Paperback)
She was my professor for my class, "Sport Marketing." The book was an excellent read and I learned a lot from her insights.
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