| Description |
xi, 169 pages : illustrations ; 26 cm |
| Contents |
1. Reframing the sport marketing exchange process -- 2. Fan identification -- 3. Motivations of the sport consumer -- 4. Evaluating the impact of winning and brand management -- 5. Utilizing the customer database -- 6. Managing niche markets -- 7. Sport-based segmentation models -- 8. Measuring service quality -- 9. Sport sponsorship personality matching -- 10. Sport marketing and the Internet |
| Summary |
"Sport marketing is a growing and rapidly evolving industry. As such, managers need increasingly sophisticated approaches to evaluate and serve their markets. Sport marketing: managing the exchange process presents cutting edge conceptual and empirical approaches for managers to conduct relationships with consumers. The central theme of this book is the sport marketing exchange process. [The authors] focus on exchange because this process is fundamental to marketing and can be used to highlight the challenges and opportunities faced by the sport marketer... Topics include: fan identification; measuring participant and spectator motivations, brand equity; databases; niche marketing, service quality; sport sponsorship; personality matching and Internet marketing." |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Sports administration.
|
|
Sports -- Economic aspects -- United States.
|
|
Sports -- Economic aspects.
|
|
Sports administration -- United States.
|
|
Sports -- Marketing.
|
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Sports -- United States -- Marketing.
|
| Author |
McDonald, Mark A.
|
| LC no. |
98040345 |
| ISBN |
0763708739 |
|
