Sports Marketing (Hardcover)

Part I: Introduction to Sports Marketing  1. Sports Meets Marketing  Part II: Understanding Customers  2. Examining Sports Entertainment Consumption  3. Understanding the Marketing Environment  4. Segmenting Audiences for Sports  Part III: Responding to Customers  5. Building a Relevant Brand  6. Defining the Product Offering  7. Tapping into Passion through Experiential Marketing  Part IV: Engaging Customers  8. Planning the Brand Story ? Communications Strategy  9. Creating the Brand Story ? Communications Campaigns  10. Telling the Brand Story ? Communications Channels  11. Leveraging the Sports Brand through Sponsorship-Linked Marketing  Part V: Satisfying and Serving Customers  12. Measuring Sports Brand Performance  13. Living the Brand Promise. Delivery of Sports Experiences  14. Preparing Future Sports Marketers