Sports Marketing: Competitive Business Strategies for Sports
Author: Christine Brooks
Offering a hands-on approach to becoming an efficient sports marketing strategist, this guide shows readers how to develop their own idea for a sports product/event, create a strategic plan, and apply these ideas to a real-world business venture. KEY TOPICS: Exposing the day-to-day realities of putting together a sports business venture, the handbook begins with two case studies that introduce the overall situation facing sports managers as they attempt to make decisions regarding the correct direction to take their organization ... then walks readers step by step through the many different aspects that are part and parcel of a successful sports marketing plan, such as seeing and seizing an opportunity, understanding markets, the structure of the sport industry, sport publics, sport markets and sport products, the adult sport participant, conducting market research, sponsorship within the corporate marketing framework, designing sport packages, putting the sport sponsorship plan together, pricing sponsorship packages, sponsorship publicity, hospitality programs, analyzing competitive forces, image control, market share strategy, and writing a strategic plan. The guide also includes examples taken directly from the sports business world and highlights the vast scope of job opportunities available in the primary and secondary sport infrastructure.Ideal for both beginning and seasoned sports marketing professionals.
Booknews
Instructs the reader on how to identify and research sports markets, analyze and interpret data, and design a plan for exploiting relevant markets. Provides a step-by-step method of developing sponsorship programs, emphasizing a hands-on approach to understanding both marketing principles and the sports industry. Annotation c. Book News, Inc., Portland, OR (booknews.com)
Table of Contents:
| Preface | ||
| Ch. 1 | Taking Control | 1 |
| Ch. 2 | Understanding Markets | 9 |
| Ch. 3 | The Structure of the Sports Industry | 31 |
| Ch. 4 | Sports Publics | 55 |
| Ch. 5 | Sports Products and Sports Markets | 83 |
| Ch. 6 | The Adult Sports Participant | 103 |
| Ch. 7 | Conducting Market Research | 133 |
| Ch. 8 | Sponsorship within the Corporate Marketing Framework | 159 |
| Ch. 9 | Designing Sponsorship Packages | 183 |
| Ch. 10 | Putting a Sports Sponsorship Plan Together | 211 |
| Ch. 11 | Pricing Sponsorship Packages | 235 |
| Ch. 12 | Sponsorship Publicity | 253 |
| Ch. 13 | Analyzing Competitive Forces | 281 |
| Appendix A: Writing Your Strategic Plan | 313 | |
| Glossary | 323 | |
| Index | 329 |
Go to: Vente Silencieuse :les Meilleures Pratiques et les Stratégies Efficaces dans le Marketing Visuel
Blue Collar Bayou: Louisiana Cajuns in the New Economy of Ethnicity
Author: Jacques M M Henry
Although the French language and the traditional rural way of life are disappearing among Louisiana Cajuns, identification with Cajun ethnicity is flourishing. Henry and Bankston draw on historical documents, ethnographic observations and interviews, and statistical sources to investigate and explain this phenomenon. They argue that while Cajun ethnicity developed from and consisted of the French-speaking, rural poor of the region, it has been transformed into a regional class with common interests and outlooks. This comprehensive structural analysis of Cajun ethnicity suggests a new emphasis on structural conditions in understanding ethnic phenomena and introduces the concept of an "economy of ethnicity."
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