当前位置：
首页
>
出版信息
>
详细信息
快速检索
数据库：
各中心已购纸本教材
各中心已购电子教材
国内高校课程
国外著名大学课程
外文原版教材出版信息
外文影印版教材出版信息
名校购书信息
关键词：
Sports Marketing
书目信息
ISBN：
9780073128214（13位）
中图分类号：
F7
杜威分类号：
中文译名：
体育营销
作者：
Fullerton
编者：
语种：
English
出版信息
出版社：
McGraw-Hill Education
出版地：
出版年：
2006
版本：
版本类型：
原版
丛书题名：
卷期：
文献信息
关键词：
广告/营销
前言：
摘要：
内容简介：
Sports Marketing presents this field as a new discipline, helping readers gain a stronger understanding of how to apply marketing strategies and tactics within the sports marketing environment. Fullerton crafted this new text to present the discipline of sports marketing in two broad perspectives. The first part of the text (Chapters 3--14) examines using a sports platform as a foundation for the marketing of non-sports products, including examples such as Tiger Woods' endorsement of Tag Heuer watches and Coca-Cola's sponsorship of soccer's World Cup. The second part of the text (Chapters 15--22) deals with the marketing of sports products, increasing media audiences, increasing live attendance, the selling of sports-related products, and more. This is not simply a basic marketing text using sports examples. This new title fills a gap for this newly recognized course area by presenting a strong business perspective through its content. It looks at the economic impact of the industry and identifies an array of career opportunities for students interested in sports marketing. There is comprehensive coverage of how sports are used as a marketing platform and an abundance of real-world national and international examples to support the material. Features: Variables with the Marketing Mix: Marketing strategy has historically been viewed as the combination of a target market and a corresponding marketing mix. From Chapter 15, this text examines the target marketing issues by delineating the market segmentation process, while Chapters 16 through 19 each cover one of the variables within the marketing mix, including product, distribution (place), price, and promotion. Real Examples: Actual examples in every chapter focus on how marketers use sports as a platform for developing their strategies and tactics. Sponsorship: Within the four presented domains in sports marketing, this text identifies four basic approaches to the selling of sports or non-sports products, including traditional sponsorship, endorsements, venue naming rights, and licensing. Written for a Broad Audience: While offering a rigorous treatment of this new discipline, this text is also written to interest students that are new to marketing. Readers begin by learning about four controllable variables that comprise the marketers’ strategic domain, including decisions about the products being sold, the price strategies, the distribution system, and the promotional tools available to the marketer. Controversial Issues: Many marketers feel this course area is more recreational; these issues are discussed at the end of the text. Role of Technology: Chapter 21 is dedicated exclusively to tools such as the Internet that combine technology and content in the sports marketing industry.
目次：
Part One The Foundation Of Sports Marketing. Part Two Marketing Through Sports. Part Three The Marketing Of Sports. Part Four Emerging Issues In Sports Marketing. Appendices.
附录：
全文链接：
读者对象：
实体信息
页码：
576
装帧：
硬皮版
尺寸：
其它形态细节：
其它信息
原价：
USD
103.7500
原版ISBN：
其它ISBN：
图书特色：
书评：
扩展信息
Isbn：
007312821X
issue：
2006JC02
相关附件