Sport marketing / Bernard J. Mullin, Stephen Hardy, William A. Sutton
- Author
- Mullin, Bernard James
- Published
- Champaign, IL : Human Kinetics, [2007]
- Copyright Date
- ©2007
- Edition
- 3rd ed.
- Physical Description
- xii, 539 pages : illustrations ; 29 cm
- Additional Creators
- Hardy, Stephen, 1948- and Sutton, William Anthony, 1951-
- Contents
- The special nature of sport marketing -- Strategic marketing management -- Studies of sport consumers -- Perspectives in sport consumer behavior -- Data-based marketing and the role of research in sport marketing -- Market segmentation -- The sport product -- Managing sport brands -- Licensed and branded merchandise -- Pricing strategies -- Promotions -- Sales -- Promotional licensing and sponsorship -- Place or product distribution -- Electronic media -- Public relations -- Coordinating and controlling the marketing mix -- The legal aspects of sport marketing -- The shape of things to come -- Appendix A : Sport industry organizations -- Appendix B : Sample surveys.
- Subject(s)
- ISBN
- 9780736060523 (hard cover)
0736060529 (hard cover) - Bibliography Note
- Includes bibliographical references (pages 501-522) and index.
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