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Sport Marketing : Managing the Exchange Process - George R. Milne

Sport Marketing

Managing the Exchange Process

Paperback

Published: 15th October 1998
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Sport Marketing:Managing the Exchange Process  presents cutting edge conceptual and empirical approaches for managers to manage relationships with consumers. The central theme of the book is the sport marketing exchange, because this process is fundamental to marketing and can be used to highlight the challenges and opportunities faced by the sport marketer. The authors challenge students, researchers, and managers in sport marketing to embrace current marketing tools that are being employed by marketers in other industry sectors. Several recent marketing techniques are discussed and illustrated within the sport context.  

Preface
Reframing the Sport Marketing Exchange Process
Fan Identification
Motivations of the Sport Consumer
Evaluating the Impact of Winning and Brand Management
Utilizing the Customer Database
Managing Niche Markets
Sport-Based Segmentation Models
Measuring Service Quality
Sport Sponsorship Personality Matching
Sport Marketing and the Internet
Appendix
Index
Table of Contents provided by Publisher. All Rights Reserved.

ISBN: 9780763708733
ISBN-10: 0763708739
Audience: Tertiary; University or College
Format: Paperback
Language: English
Number Of Pages: 169
Published: 15th October 1998
Publisher: Jones and Bartlett Publishers, Inc
Country of Publication: US
Dimensions (cm): 25.4 x 20.96  x 1.27
Weight (kg): 0.48