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Author: Lynn R. Kahle
Publisher: Psychology Press
ISBN: 113561671X
Category : Business & Economics
Languages : en
Pages : 453
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Book Description
Sports marketing is one of the fastest growing areas of marketing communication. This book advances understanding in this emerging area. It presents sports marketing in a scholarly and comprehensive way, covering major topics of discussion in sports marketing and the psychology of communication. Several new, innovative topics are introduced, such as SportNEST and consumption communities, and many classic topics are brought up to date, including sponsorship, ambush marketing, identification, endorsements, basking in reflected glory, and licensing. Many of the topics that seem to center around sports show up as well, such as sneakers, ethics, risky behavior, and even investments. Utilizing a psychological approach to understanding sports marketing, first-rate authors discuss the most important topics. The book covers all major topics of sports marketing, including: sponsorship from several different perspectives--the major force in sports marketing; ambush marketing--how non-sponsors seek to reap the benefits without paying the price; and licensing--using the sale of items, such as T-shirts to increase profit and marketing.
Author: Lynn R. Kahle
Publisher: Routledge
ISBN: 9780805848267
Category : Business & Economics
Languages : en
Pages : 415
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Book Description
Sports marketing is one of the fastest growing areas of marketing communication. This book advances understanding in this emerging area. It presents sports marketing in a scholarly and comprehensive way, covering major topics of discussion in sports marketing and the psychology of communication. Several new, innovative topics are introduced, such as SportNEST and consumption communities, and many classic topics are brought up to date, including sponsorship, ambush marketing, identification, endorsements, basking in reflected glory, and licensing. Many of the topics that seem to center around sports show up as well, such as sneakers, ethics, risky behavior, and even investments. Utilizing a psychological approach to understanding sports marketing, first-rate authors discuss the most important topics. The book covers all major topics of sports marketing, including: sponsorship from several different perspectives--the major force in sports marketing; ambush marketing--how non-sponsors seek to reap the benefits without paying the price; and licensing--using the sale of items, such as T-shirts to increase profit and marketing.
Author: Lynn R. Kahle
Publisher: Psychology Press
ISBN: 1135616728
Category : Business & Economics
Languages : en
Pages : 442
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Book Description
This is a scholarly book on Sports Marketing and a book in the Advertising and Consumer Psychology Series sponsored by the Society of Consumer Psychology.
Author: Lynn R. Kahle
Publisher: Psychology Press
ISBN: 1135606641
Category : Business & Economics
Languages : en
Pages : 442
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Book Description
This book, based on a conference in Seoul Korea in 2004, examines the image research in 3 parts under the theory of brand attachment. The 3 parts are Theories of Image, Country Image, and Individual and Celebrity Source Image.
Author: Lynn R. Kahle
Publisher: Routledge
ISBN: 113691790X
Category : Business & Economics
Languages : en
Pages : 360
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Book Description
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. Readers will learn about new opportunities in using consumer behavior knowledge effectively in the areas of: influencing behaviors in society and sports; building relationships with consumers through sports and events; and providing services to consumers through sport and event sponsorships. This book, by a superb group of authors, includes comprehensive reviews, innovative conceptual pieces, empirical research and rigorous attention to data.
Author: George R. Milne
Publisher: Jones & Bartlett Learning
ISBN: 9780763708733
Category : Business & Economics
Languages : en
Pages : 202
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Book Description
This edition presents cutting-edge conceptual and empirical approaches for managers to conduct relationships with consumers.
Author: Windy Dees
Publisher: Human Kinetics
ISBN: 1492594636
Category : Business & Economics
Languages : en
Pages : 490
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Book Description
Sport marketing is more accessible than ever, with sport business professionals, companies, the media, athletes, teams, coaches, and fans connecting in new ways and with new experiences. Sport Marketing, Fifth Edition With HKPropel Access, presents a modernized, current-day approach to the dynamic industry of sport marketing. A full-color presentation brings this vibrant field to life with comprehensive coverage—balanced between theoretical and practical—to provide an understanding of the foundations of sport marketing and how to enhance the sport experience. Building on the legacy that Bernard Mullin, Stephen Hardy, and William Sutton established in the first four editions, a new author team, handpicked by their predecessors, draw from their modern experience in the field to add a fresh perspective to this essential text. They bring the sport industry directly to the reader through extensive industry examples, interviews of top sports executives, challenging case studies, and global perspectives from teams, leagues, and other agencies around the world. Reflecting the evolving landscape of sport marketing, the text will prepare students to stay on the leading edge with the following updates: A focus on current and emerging technologies and how they have revolutionized the sport industry—ranging from mobile video streaming and fantasy sports to artificial intelligence and virtual reality Greater emphasis on data and analytics to make more informed business decisions In-depth examination of how social media and digital platforms serve as critical communication channels to drive sport marketing strategy and execution New content on target marketing, including understanding millennial sports fans and engaging with Generation Z Updated coverage of sales processes, addressing both traditional methods and new strategies for the mobile age Discussion of modern ticketing practices and the secondary ticket market, including how leagues partner with secondary ticket providers and the impact on pricing strategies Also new to the fifth edition are related online learning aids, now delivered through HKPropel, designed to engage students and test comprehension of the material. Exclusive video interviews with sport industry leaders offer insights into how they incorporate marketing strategies into their daily work. Discussion questions and activities for each chapter guide students to apply core concepts, and web search activities provide opportunities for students to compare strategies found on sport organization websites and other online locations. In addition, chapter objectives, an opening scenario, sidebars highlighting key concepts, and Wrap-Up, Activities, and Your Marketing Plan sections at the ends of chapters offer students additional learning tools as they explore how fans, players, coaches, the media, and companies interact to drive the sport industry. With Sport Marketing, Fifth Edition With HKPropel Access, students will develop valuable marketing skills and prepare for a successful career in the competitive world of sport marketing. Note: A code for accessing HKPropel is not included with this ebook but may be purchased separately.
Author: Göker GÜLAY
Publisher: Turkuaz Kongre Organizasyonu Fuarcılık Yayıncılık Eğitim Turizm ve Ticaret Limited Şirketi
ISBN: 6256379683
Category : Language Arts & Disciplines
Languages : en
Pages : 99
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Book Description
Welcome to the world of sports marketing, where the intersection of athleticism, business acumen, and digital innovation unfolds. In this book, we embark on an intellectual journey that dissects the intricate domain of sports marketing, navigating through essential basics, exploring the strategic use of social media, and delving into the fascinating realm of advertising in and through sports. Chapter 1 sets the stage by offering the foundational knowledge required to grasp the multifaceted nature of sports marketing. From understanding the institutional view of sport and its demand to distinguishing between marketing in sport and marketing through sport, this section lays the groundwork for our exploration. We examine the relationship between advertising and sports, conceptualize sport as a product in marketing, and delve into the role of athletes as key figures in sports marketing. Along the way, we uncover the power of sports celebrities in marketing communication and explore the intricate world of sports consumers. This section takes a dive into sports venues as advertising media, shedding light on their impact and effectiveness. It also discusses how sport events can be used to connect with target audiences, increase brand awareness and boost sales, as sport events present a significant marketing opportunity for businesses and organizations. It discusses a range of strategies and practices for marketing sport events within the framework of event planning and marketing communications. Advertising in and through sport is another important area of sports marketing since sport offers a powerful platform for advertising. Sport events, athletes and sports teams can be an effective way to reach a wide audience. In this context, the book discusses the basics of advertising in and through sport. Chapter 2 turns our attention to the dynamic realm of social media in sports marketing. In an era where digital connectivity reigns supreme, the strategic use of social media is a game-changer. We scrutinize the risks involved in leveraging social media in sports marketing and delve into strategic approaches. This includes an exploration of academic studies on strategic social media use, the concept of relationship marketing in sports, and the art of sports relationship marketing through social media. Social media is becoming an increasingly important tool for sports marketing. It offers a powerful platform that businesses and organizations can use to connect with their target audiences, increase brand awareness and drive sales. This book aims to provide a comprehensive guide on how social media can be used for sports marketing, covering topics such as developing a social media strategy, content creation and social media analytics. This book is designed to cater to a diverse audience. Scholars in the field of communication and media will find rich insights into the evolving dynamics of sports marketing. Professional marketers will discover practical strategies for harnessing the power of social media in their campaigns, while students passionate about sports marketing and advertising will find a comprehensive foundation for their future endeavors. May this book serve as a beacon of knowledge and inspiration as you navigate the dynamic and thrilling world of sports marketing.
Author: Timothy Newman
Publisher: Routledge
ISBN: 1351817205
Category : Sports & Recreation
Languages : en
Pages : 216
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Book Description
From the Preface: "Not surprisingly, companies of all sizes are using social media as part of their marketing and public relations efforts. The growth of the social media phenomenon and constant advances in technology obviously create unique and powerful opportunities for those able to capitalize on them. The question is how best to do so? Social Media in Sport Marketing has been created to help answer this question as it pertains to sport organizations." Written from the perspective of sport professionals, this brief but thorough text explores the concepts, tools, and issues surrounding social media and marketing, with reader-friendly examples and applications specifically from the world of sports. The authors connect industry-specific content with current trends in social media and provide readers with a balance between theory and experience. Instructors and students can use the book as a primary resource for teaching and learning about traditional sport marketing/public relations principles as they relate to social media. Instructors will appreciate the inclusion of case studies, which can be used to generate discussions; students will benefit from the numerous examples. The book can also serve as a guidebook for those who want to put ideas into action immediately. The experienced author team includes a sport marketing professor as well as practitioners involved in social media project management and development.
Author: Aaron Smith
Publisher: Routledge
ISBN: 1136391991
Category : Business & Economics
Languages : en
Pages : 329
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Book Description
Introduction to Sport Marketing is a highly accessible text that presents the key principles and tools of sport marketing. Written by an expert in sport management and marketing, it combines clear explanations with case studies, exercises, web-based activities and illustrations, highlighting the techniques applicable to the non-profit, professional, and government sectors of sport. In addition to addressing traditional sport marketing concepts, the text also offers a unique chapter on cutting edge ideas and technologies in new media sport marketing. Written for readers new to sport marketing or at the start of their careers, the text equips the reader with a strong knowledge basis.
Author: Eric C. Schwarz
Publisher: Taylor & Francis
ISBN: 1000622983
Category : Sports & Recreation
Languages : en
Pages : 419
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Book Description
Now in a fully revised and updated fourth edition, Advanced Theory and Practice in Sport Marketing is still the only textbook to introduce key theory and best practice in sport marketing at an advanced level. The book goes beyond the introductory sport marketing course by exploring advanced marketing theories related to topics such as ethics and social responsibility, international marketing, marketing research and information systems, data analytics, consumer behavior, product and logistics management, branding and brand management, sales management, promotions, social media and networking, destination marketing, and evaluating performance. New to this edition are sections on pricing structures and strategies, experiential marketing, new digital marketing communications and technology, emotional intelligence in sport marketing, and social entrepreneurship. This is also one of the first books to consider the challenges of sports marketing in a post-COVID world. Every chapter contains extended case studies and theory-to-practice insights from marketing professionals around the world. This is an essential textbook for courses on sport marketing, and invaluable recommended reading for any general course on sport business, sport management, sport development, or marketing. Ancillary resources include a test bank, PowerPoint slides, and a master course syllabus.
