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Team sports marketing

Record Type:	Electronic resources : Monograph/item
Title/Author:	Team sports marketing/ Kirk L. Wakefield.
Author:	Wakefield, Kirk L.
Published:	Burlington, Mass. :Elsevier Butterworth-Heinemann, : c2007.,
Description:	1 online resource (ix, 273 p.) :ill. :
Notes:	Formerly CIP.
Subject:	Sports - Marketing. -
Online resource:	http://www.sciencedirect.com/science/book/9780750679794
ISBN:	9780750679794

Team sports marketing
Wakefield, Kirk L.

Team sports marketing[electronic resource] /Kirk L. Wakefield. - Burlington, Mass. :Elsevier Butterworth-Heinemann,c2007. - 1 online resource (ix, 273 p.) :ill.

Formerly CIP.

Includes bibliographical references and index.

What Is Team Sports Marketing; Sell an Identity; Precision Marketing; Research Your Fans; Build the Season Ticket Base; Build Value; Build it and They Will Come; Create Sponsorship Partners; Create Sponsorship Value; Move Merchandise; Create Technological Advantages; Build Community.

Some might argue that sports marketing is a mere subfield of marketing, meaning that there are theoretical and practical dimensions that apply only to sports marketing and are only of interest to those involved in sports. In Team Sports Marketing, author Kirk Wakefield dispels this argument by demonstrating that effective sports marketing epitomizes the science and art of marketing across any context. At the core of sports marketing is the creation and enhancement of fan identification, where consumers are not just loyal customers, but have become brand fanatics. Team Sports Marketing shows that while many aspects of sports marketing are thought to be unique to the field, other product and service sectors would do well to learn from teams in the NFL, NBA, MLB, and NHL that have transformed customers into fans. Moving beyond principles of marketing, Team Sports Marketing is packed with examples of best practices and covering subjects as diverse as sponsorships, season ticket sales, venue management and all topics in between. Team Sports Marketing is a must read text for students and managers in professional and collegiate sports. Support materials for professors and students are available at www.teamsportsmarketing.com. * A clear overview of the latest techniques in sports marketing * Hugely populated with examples and cases * Clearly shows why sports marketing is distinct from other forms of service marketing.

ISBN: 9780750679794

Source: 116571:116669Elsevier Science & Technologyhttp://www.sciencedirect.comSubjects--Topical Terms:

97120
Sports
--Marketing.Index Terms--Genre/Form:

96803
Electronic books.

LC Class. No.: GV716 / .W33 2007

Dewey Class. No.: 796.6/98

Team sports marketing
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035 $a (OCoLC)474952033
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037 $a 116571:116669 $b Elsevier Science & Technology $n http://www.sciencedirect.com
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050 4 $a GV716 $b .W33 2007
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100 1 $a Wakefield, Kirk L. $3 325194
245 1 0 $a Team sports marketing $h [electronic resource] / $c Kirk L. Wakefield.
260 $a Burlington, Mass. : $c c2007. $b Elsevier Butterworth-Heinemann,
300 $a 1 online resource (ix, 273 p.) : $b ill.
500 $a Formerly CIP. $5 Uk
504 $a Includes bibliographical references and index.
505 0 $a What Is Team Sports Marketing; Sell an Identity; Precision Marketing; Research Your Fans; Build the Season Ticket Base; Build Value; Build it and They Will Come; Create Sponsorship Partners; Create Sponsorship Value; Move Merchandise; Create Technological Advantages; Build Community.
505 0 $a 1. What is sports marketing? -- 2. Sell an identity -- 3. Precision marketing -- 4. Research your fans -- 5. Build the season ticket base -- 6. Build value -- 7. Build it and they will come -- 8. Create sponsorship partners -- 9. Create sponsorship value -- 10. Move merchandise -- 11. Create technological advantages -- 12. Build community.
520 $a Some might argue that sports marketing is a mere subfield of marketing, meaning that there are theoretical and practical dimensions that apply only to sports marketing and are only of interest to those involved in sports. In Team Sports Marketing, author Kirk Wakefield dispels this argument by demonstrating that effective sports marketing epitomizes the science and art of marketing across any context. At the core of sports marketing is the creation and enhancement of fan identification, where consumers are not just loyal customers, but have become brand fanatics. Team Sports Marketing shows that while many aspects of sports marketing are thought to be unique to the field, other product and service sectors would do well to learn from teams in the NFL, NBA, MLB, and NHL that have transformed customers into fans. Moving beyond principles of marketing, Team Sports Marketing is packed with examples of best practices and covering subjects as diverse as sponsorships, season ticket sales, venue management and all topics in between. Team Sports Marketing is a must read text for students and managers in professional and collegiate sports. Support materials for professors and students are available at www.teamsportsmarketing.com. * A clear overview of the latest techniques in sports marketing * Hugely populated with examples and cases * Clearly shows why sports marketing is distinct from other forms of service marketing.
588 $a Description based on print version record.
650 0 $a Sports $x Marketing. $3 97120
655 4 $a Electronic books. $2 local. $3 96803
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856 4 0 $3 ScienceDirect $u http://www.sciencedirect.com/science/book/9780750679794
994 $a C0 $b TEF