Leveraging Brands in Sport Business

1. Auflage 2013
ISBN: 978-0-415-53484-0
Verlag: Taylor & Francis

Buch, Englisch, 262 Seiten, Format (B × H): 183 mm x 254 mm, Gewicht: 658 g

This edited text compiles advanced material relating to strategy and marketing in the field of sports business. Featuring contributions from experts across the sports business field, the book approaches strategy from the standpoint of managing and marketing a brand. With integrated current-day examples highlighting practices and issues, as well as ‘real-world’ applied video cases, this book is ideal for marketing students and sports business practitioners looking to gain strategic insights into the industry.

Autoren/Hrsg.

Pritchard, Mark

Stinson, Jeffrey

Fachgebiete

• Sozialwissenschaften Sport | Tourismus | Freizeit Sport Sport: Politik, Ökonomie, Ökologie
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Dienstleistungssektor & Branchen Sport- und Freizeitindustrie

Inhaltsverzeichnis

@Contents: Part I: Foundations in Sport Business 1. Brand Equity: Management & Measurement in the Sport Setting 2. Consumer Behavior & Motivation: Why are sport event consumers so special? 3. Sport Consumer Attitude: It's Formation, Function & Effect on Information Processing 4. Creating Value as Part of Sport Marketing 5. Ethical Decision-Making in Sport & Business Part II: Applications in Sport Business 6. Undertaking Successful Brand Design in Sport 7. Lions, and Tigers, and Bears Oh My: Developing Brand Identity in Sports 8. Building Loyal Consumers in Sport Business 9. Leveraging Sports Brands with the Servicescape Roscoe 10. Brand-Event Fit in Sport Sponsorship Part III: Topical Extensions 11. Recovery Marketing Strategies: A Continual Need in the Sports Industry 12. Leveraging Destinations through Sport Events 13. Leveraging eStrategies and the Online Environment 14. Leveraging Sport for Social Marketing and Corporate Social Responsibility Part IV: Sport Business Case Presentations (online) 15. Leveraging a Mega-Sports Event: The 2010 Winter Olypics, Vancouver BC. Kevin Walker & Raymond Chan, Tourism British Columbia 16. Repositioning the NFL Seahawks' Brand in a Competitive Market Bill Chapin, Marketing & Partnership Development, Seattle Seahawks, & Seattle Sounders FC 17.Seattle U's Transition from D3 to DI Basketball: A President's Experience Stephen V. Sundborg, S.J., Seattle University 18. Leveraging the USOC & ABL Brands: Reflections on Merchandising and Sponsorship Rick Burton, Syracuse University 19. Leading the Turnaround at the Tacoma Rainiers Aaron Artman, Tacoma Rainiers, Schlegel Sports 20. CSR in Sport Business: Best Practices at Brooks Sports Jim Weber, Brooks Sports 21. CSR in Sport Business: Best Practices at Recreation Equipment Inc. Michael Collins, REI

Über Autor(innen)

Dr. Mark P. Pritchard serves as professor of Marketing in the College of Business at Central Washington University. Having earned his Ph.D. from the University of Oregon, Dr. Pritchard was the founding Director of the NWCSB and has held faculty appointments in marketing in Canada, Australia, Singapore, France and the United States. His research concentrates on issues in services marketing and specializes in the area of brand loyalty and repeat purchase behavior in the sport and tourism industries. Recent research and instructional interests have focused on the role of personal ethics and social responsibility in shaping a winning brand team.

Dr. Jeffrey L. Stinson is Chair of the Department of Management and Director of the Northwest Center for Sport Business (NWCSB) at Central Washington University. With a Ph.D. in Marketing from the University of Oregon, Dr. Stinson has primarily researched the influence of intercollegiate athletics on athletic and academic fundraising to colleges and universities. Other research interests include donor decision-making, non-profit fundraising, and social marketing in sport.