Sports Marketing

Fourth Edition

Sam Fullerton - Eastern Michigan University, Ypsilanti, MI, USA

Courses:
Entertainment & Sports Marketing | Entertainment & Sports Marketing

October 2021 | 624 pages | SAGE Publications, Inc

Formerly published by Chicago Business Press, now published by Sage

Sports Marketing, Fourth Edition guides students in gaining a better understanding of how to develop and implement marketing strategies and tactics within the sports marketing industry. Author Sam Fullerton provides thorough coverage of this discipline's two broad perspectives: the marketing of sports products and creating a sports platform as the foundation for the marketing of nonsports products.

Available Formats

ISBN: 9781948426435	Paperback	Suggested Retail Price: $151.00	Bookstore Price: $120.80
ISBN: 9781948426428	Loose-leaf	Suggested Retail Price: $121.00	Bookstore Price: $96.80
ISBN: 9781071927304	Electronic Version	Suggested Retail Price: $101.00	Bookstore Price: $80.80

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PART ONE - The Foundation of Sports Marketing

CHAPTER 1 - Introduction to Sports Marketing

CHAPTER 2 - The Four Domains of Sports Marketing

PART TWO - Marketing Through Sports

CHAPTER 3 - Marketing through Sports Using Theme-Based Strategies

CHAPTER 4 - Traditional Sponsorship

CHAPTER 5 - Marketing of Nonsports Products via a Sports Sponsorship Platform

PART THREE - The Marketing of Sports Products

CHAPTER 6 - Segmentation of the Sports Market

CHAPTER 7 - Product Decisions in Sports Marketing

CHAPTER 8 - Distribution Decisions and Facilities Management in Sports Marketing

CHAPTER 9 - Pricing Decisions in Sports Marketing

CHAPTER 10 - Developing a Promotional Strategy for the Marketing of Sports Products

PART FOUR - Emerging Issues in Sports Marketing

CHAPTER 11 - Customer Relationship Management (CRM) in the Business of Sports

CHAPTER 12 - Technology in Sports Marketing

CHAPTER 13 - Controversial Issues in Sports Marketing

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Key features

Provides a fundamental understanding of how to develop and implement marketing strategies and tactics within the sports marketing industry.
Delves into the traditional marketing of sports by means of a sports platform.
Covers the extended spectrum of marketing through sports, i.e. product endorsement, sponsorships, and merchandising, etc.
Explicates market segmentation and its role in the task of delineating target markets.
Provides new coverage of the lasting impact of Covid-19 on sports marketing.
Offers an abundance of current sports-related examples from various domains to illustrate marketing concepts.
Focuses on the extensive global impact of sports marketing.
Offers a full chapter on new technologies and their impact on sports marketing.
Explains customer relationship management and retention.
Discusses controversial issues in sports marketing.
Review questions at the end of each chapter facilitate learning and critical thinking.

Sample Materials & Chapters

Chapter 1: Introduction to Sports Marketing

Chapter 2: The Four Domains of Sports Marketing

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Sample Materials & Chapters