Sport Marketing

Chapter 1. The Special Nature of Sport Marketing Sport Marketing Then and Now The Sport Industry Sport Marketing Defined Marketing Myopia in Sport Uniqueness of Sport Marketing Wrap-Up Chapter 2. Strategic Marketing Management Marketing Planning Process Strategic Step 1: Develop Vision, Mission, and Values Strategic Step 2: Develop Strategic Goals and Objectives Strategic Step 3: Develop a Ticket Marketing, Sales, and Service Plan Strategic Step 4: Integrate the Marketing Plan Into a Broader, Strategic Resource Allocation Strategic Step 5: Control and Evaluate Implementation of the Plan Eight-Point Ticket Marketing, Sales, and Service Plan Model Marketing Models Wrap-Up Chapter 3. Understanding the Sport Consumer Socialization, Involvement, and Commitment External Factors Internal Factors Responses Wrap-Up Chapter 4. Market Research and Analytics in the Sport Industry Sources of Information Users of Market Research in Sport and Entertainment Application of Market Research in the Sport Industry Performing the Right Research Data Analytics Wrap-Up Chapter 5. Market Segmentation and Target Marketing What Is Market Segmentation? Four Bases of Segmentation Target Marketing Wrap-Up Chapter 6. The Sport Product What Is the Sport Product? The Sport Product: Its Core and Extensions Key Issues in Sport Product Strategy Wrap-Up Chapter 7. Managing Sport Brands What Is Branding? Importance of Brand Equity Benefits of Brand Equity How Brand Equity Is Developed Leveraging Brand Equity Identifying and Measuring Your Brand Protecting the Brand Additional Brand Management Considerations Wrap-Up Chapter 8. Promotion and Paid Media Promotion: The Driver to Sales Paid Media Advertising Media for Sport Promotional Concepts and Practices Promotional Components Ultimate Goal of Sport Marketing: Get and Keep Consumers in the Frequency Elevator Putting It All Together: An Integrated Promotional Model Wrap-Up Chapter 9. Public Relations What Is Public Relations? Public Relations in the Sport Marketing Mix Sport Public Relations and Content Creation in the Digital and Social Media Age Public Relations, Advocacy, and the Art of Influencing Public Opinion Sport, Television, and Entertainment Influence on Sport Public Relations Wrap-Up Chapter 10. Sponsorship, Corporate Partnerships, and the Role of Activation What Is Sponsorship? Sponsorship in the Marketing Mix Growth of Sponsorship What Does Sport Sponsorship Have to Offer? Corporate Objectives Athlete Endorsement Sponsor Activation Selling Sponsorships Ethical Issues in Sponsorship Wrap-Up Chapter 11. Social Media in Sports What Is Social Media? Social Media and the Marketing Mix Building an Audience Engaging Fans Social Media Platforms Leveraging Players and Talent Wrap-Up Chapter 12. Sales and Service Relationship Between Media, Sponsors, and Fans and the Sales Process What Is Sales? Database Sport Marketing and Sales Typical Sales Approaches Used in Sport Pricing Basics Secondary Ticket Market Customer Lifetime Value, Service, and Retention Wrap-Up Chapter 13. Delivering and Distributing Core Products and Extensions Placing Core Products and Their Extensions Theory of Sport and Place Facility Marketing Channels Product-Place Matrix Wrap-Up Chapter 14. Legal Aspects of Sport Marketing Intellectual Property Trademark Infringement Copyright Law and Sport Marketing Patents Sport Marketing Communications Issues Ambush Marketing Right of Publicity and Invasion of Privacy Contractual Issues Involving Consumers Promotion Law Issues Emerging Issues Wrap-Up Chapter 15. The Evolving Nature of Sport Marketing Cross-Effects Among the Five Ps Controlling the Marketing Function The Shape of Things to Come Wrap-Up