Sports Marketing : International Student Edition (Paperback, 2 ed)

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