Sports Marketing Creating Long Term Value
Written in an accessible and succinct style, the textbook illustrates key themes with clear graphics and relevant real-world examples. It discusses significant elements of marketing theory and the latest practices to allow undergraduate and graduate students to understand both traditional and more r...
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Cheltenham :
Edward Elgar Publishing
2013.
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| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009623542106719 |
Tabla de Contenidos:
- Cover; Copyright; Contents in brief; Full contents; About the authors; Acknowledgments; Introduction; 1 Sports marketing value chain: roles and interdependencies; 2 The sports marketing context; 3 Sports histories and sports fans; 4 Fans - delivering value through deep relationships; 5 Association benefits of sports marketing; 6 Sports marketing measures; 7 Sports marketing strategy and activation planning; 8 The sports marketing fusion; 9 Sports marketing touchpoints and customer journeys; 10 Sports marketing - leadership and organizations; 11 Traditional advertising
- 12 Social and digital advertising13 Sports marketing revenues; 14 Sponsorship and event management; 15 Licensing and merchandising; Index
