عنوان

Leveraging brands in sport business /

0415534844 (hardback : alk. paper)

0415534852 (pbk. : alk. paper)

9780415534840 (hardback : alk. paper)

9780415534857 (pbk. : alk. paper)

9780203108994 (ebook)

dltt

Leveraging brands in sport business /

[Book]

edited by Mark P. Pritchard & Jeffrey L. Stinson

xi, 249 pages ;

26 cm

Includes bibliographical references and index

Foundations in sport business. Brand equity: management and measurement in sport / Jay Gladden -- Consumer behavior and motivation: why are sport event consumers so special? / Frank Pons, Marilyn Giroux, Mehdi Mourali -- Sport consumer attitudes: formation, function, and effects on information processing / Daniel C. Funk, Daniel Lock -- Creating value as part of sport marketing / Ron Mccarville, Jeffrey L. Stinson -- Ethical decision making in sport and business / Mark P. Pritchard -- Applications in sport business. Undertaking successful brand design in sport / Keven Malkewitz, Colleen Bee -- Developing brand identity in sport: lions, and tigers and bears oh my. / Vassilis Dalakas, Gregory Rose -- Building loyal consumers in sport business / Mark P. Pritchard -- Leveraging sport brands with the servicescape / Roscoe Hightower, Jr. -- Brand-event fit in sport sponsorship / Kevin Gwinner -- Topical extensions. Recovery marketing strategies: a continual need in the sport industry / Rick Burton, Dennis Howard -- Leveraging destinations through sport events / Mark P. Pritchard -- Leveraging estrategies and the online environment / Kevin Filo, Daniel C. Funk -- Leveraging sport for social marketing and Corporate Social Responsiblity (CSR) / Jeffrey L. Stinson, Mark P. Pritchard

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This edited text compiles advanced material relating to strategy and marketing in the field of sports business. Featuring contributions from experts across the sports business field, the book approaches strategy from the standpoint of managing and marketing a brand. With integrated current-day examples highlighting practices and issues, as well as 'real-world' applied video cases, this book is ideal for marketing students and sports business practitioners looking to gain strategic insights into the industry. -- Taken from the front page of the book

Sports-- Marketing

Pritchard, Mark

Stinson, Jeffrey

20140410113417.0

rda

[Book]

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