Description
Taylor and Francis Sports Marketing 2Nd Edition 2018 Edition by Michael J. Fetchko, et all
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 U.S., 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 eSportsThese 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. 1. Sports Meets Marketing 2. Sports Entertainment Consumption3. The Marketing Environment 4. Segmenting Audiences for Sports 5. Building a Relevant Brand 6. Product Strategy7. Experiential Marketing8. Brand Communications Strategy9. Brand Communications Campaigns10. Communications Channels 11. Sponsorship-Linked Marketing 12. Measuring Sports Brand Performance 13. Delivery of Sports Experiences 14. Preparing Future Sports Marketers