机读格式显示(MARC)

• 000 01815cam a22003134a 4500

• 001 0000320125

• 005 20081201150200.0

• 008 081120s2007 maua b 001 0 eng

• 010 __ |a 2006014467

• 020 __ |a 007312821X (alk. paper)

• 020 __ |a 9780073128214 (alk. paper)

• 035 __ |a (OCoLC)ocm68711948

• 040 __ |a DLC |c DLC |d BAKER |d C#P |d DLC |d SHISU

• 042 __ |a pcc

• 050 00 |a GV716 |b .F85 2007

• 082 00 |a 796.06/98 |2 22

• 090 __ |a G80-05/BF1

• 093 __ |a G80-05 |2 4

• 093 __ |a G80-05 |2 4

• 100 1_ |a Fullerton, Sam.

• 245 10 |a Sports marketing / |c Sam Fullerton.

• 260 __ |a Boston : |b McGraw-Hill/Irwin, |c c2007.

• 300 __ |a xvi, 480 p. : |b ill. ; |c 27 cm.

• 504 __ |a Includes bibliographical references and index.

• 505 0_ |a 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.

• 650 _0 |a Sports |x Marketing.

• 856 42 |3 Publisher description |u http://www.loc.gov/catdir/enhancements/fy0643/2006014467-d.html

• 856 41 |3 Table of contents only |u http://www.loc.gov/catdir/enhancements/fy0643/2006014467-t.html

• 920 __ |a 233030 |z 2