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Fetchko, Michael J.,

Sports marketing / Michael J. Fetchko, Donald P. Roy, Kenneth E. Clow. - first edition - , - xxi, 391 pages : cololr illustration ; 30 cm

new bus 15

Includes bibliographical references and indexes.

Sports meets marketing --
Examining sports entertainment consumption --
Understanding the marketing environment --
Segmenting audiences for sports --
Building a relevant brand --
Defining the product offering --
Tapping into passion through experiential marketing --
Planning the brand story- communications strategy --
Creating the brand story- communications campaigns --
Telling the brand story- communications channels --
Leveraging sports brands through sponsorship-linked marketing --
Measuring sports brand performance --
Living the brand promise: delivery of sports experiences --
Preparing future sports marketers.

ISBN: 9780132135467 (alk. paper)

LCCN: 2012018581

Subjects--Topical Terms:
Sports--Marketing.

LC Class. No.: GV716 / .F48 2013

Dewey Class. No.: 796.0688 / F.M.S