杭州电子科技大学图书馆书目检索系统

Online Public Access Catalogue

题名/责任者:

Sports marketing / Sam Fullerton.

出版发行项:

Boston : McGraw-Hill/Irwin, c2007.

ISBN:

007312821X (alk. paper)

ISBN:

9780073128214 (alk. paper)

载体形态项:

xvi, 480 p. : ill. ; 27 cm.

个人责任者:

Fullerton, Sam.

论题主题:

Sports-Marketing.

中图法分类号:

G80-05

中图法分类号:

G80-05

书目附注:

Includes bibliographical references and index.

内容附注:

Introduction to sports marketing -- Marketing through sports -- Introduction to sponsorship -- Sponsorship objectives and components -- The sponsorship commitment: resources and duration -- Ambush marketing -- Leveraging -- Developing and selling the sponsorship proposal -- Pre-event evaluation -- Postevent evaluation -- Sponsorship foundation and failure -- Endorsements -- Venue naming rights -- Licensing -- Segmentation of the sports market -- Product decisions in sports marketing -- Distribution decisions in sports marketing -- Pricing decisions in sports marketing -- Developing a promotional strategy for the marketing of sports products -- Relationship marketing in the business of sports -- The role of the technology in sports marketing -- Controversial issues in sports marketing.

电子资源:

http://www.loc.gov/catdir/enhancements/fy0643/2006014467-d.html

电子资源:

http://www.loc.gov/catdir/enhancements/fy0643/2006014467-t.html

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