TY  - BOOK
AU  - Fetchko,Michael J.
AU  - Roy,Donald P.
AU  - Clow,Kenneth E.
TI  - Sports marketing
SN  - 9780132135467 (alk. paper)
AV  - GV716 .F48 2013
U1  - 796.0688 23
PY  - 2013///]
CY  - Boston
PB  - Pearson
KW  - Sports
KW  - Marketing
N1  - 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
ER  -