Sports marketing. (2018)

• Record Type: Book
• Further Information: Note: Michael J. Fetchko, Donald P. Roy, Kenneth E. Clow.
• Authors: Fetchko, Michael J; Roy, Donald P; Clow, Kenneth E
• Contents: 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
• Edition: Second edition
• Publisher Details: London : Routledge
• Publication Date: 2018
• Extent: 1 online resource, illustrations (colour)
• Subjects: 796.0698; Sports -- Marketing
• Languages: English
• ISBNs: 9781351707282; 9781351707299; 9781351707275; 9781315175614
• Related ISBNs: 9781138039834; 9781138039841
• Notes: Note: Includes bibliographical references and index.; Note: Description based on CIP data; resource not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.