Sport Promotion and Sales Management - 2nd Edition
by Irwin, RichardEdition: 2nd
Format: Hardcover
Pub. Date: 2008-01-02
Publisher(s): Human Kinetics
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Summary
"Sport Promotion and Sales Management, Second Edition," features much new material, including a greatly expanded discussion of sport sponsorship and a radically updated technology chapter. Using their extensive academic and professional experiences, the authors offer real-life contemporary examples of sales and promotion management in practice.
Table of Contents
| Foreword | |
| Preface | |
| Acknowledgments | |
| Introduction to Sport Promotion and Sales | |
| Pregame Introductions | |
| Distinguishing Promotion From Marketing | |
| Integrated Promotional Agendas | |
| Planning and Managing the Campaign | |
| Rationale for the Study of Sport Promotion and Sales | |
| Postgame Wrap-Up | |
| Theoretical Foundations for Effective Sport Promotion and Sales | |
| Pregame Introductions | |
| Communications Defined | |
| The Receiver | |
| Integrated Marketing Communications Model | |
| Postgame Wrap-Up | |
| Incentivizing Sport Consumers | |
| Pregame Introductions | |
| Traditional Incentives: Price-Based or Sales Promotions | |
| Sport Consumer Behavioral Response Incentives | |
| Implementing the Incentive Plan | |
| Incentive Plan Checklist | |
| Postgame Wrap-Up | |
| Training the Sport Ticket Sales Staff | |
| Pregame Introductions | |
| What Every Prospective Salesperson Needs to Know | |
| Recruiting | |
| Interviewing | |
| Training and Orientation | |
| Building a Sales Culture | |
| Retaining and Motivating the Sales Staff | |
| Academic Preparation | |
| Postgame Wrap-Up | |
| Generating Ticket Sales in Sport | |
| Pregame Introductions | |
| Defining Sales | |
| The Sales Process | |
| Selling Products Unique to the Sport Industry | |
| Putting It All Together: The Ticket Sales Department | |
| Postgame Wrap-Up | |
| Sport Ticket Customer Service and Retention | |
| Pregame Introductions | |
| Defining Relationships | |
| Defining Customer Service | |
| What Customers Expect | |
| Post-Game Wrap-Up | |
| Sport Sponsorship Fundamentals | |
| Pregame Introductions | |
| Sponsorship Defined | |
| Sport Sponsorship Platforms | |
| Sponsorship Management | |
| Setting and Prioritizing Sponsorship Objectives | |
| Postgame Wrap-Up | |
| Sport Sponsorship Sales | |
| Pregame Introductions | |
| Sport Sponsorship Sales Force Management | |
| Sales Process: Eduselling | |
| Identify the Prospect | |
| Prepare "How-to" Guides | |
| Partner With the Prospect | |
| Schedule a Product Sampling Experience | |
| Design Follow-Up Procedures | |
| Make the Offer | |
| Close the Deal | |
| Complete Aftermarketing Sales and Follow-Up | |
| Complete an Evaluation and Provide Feedback | |
| Postgame Wrap-Up | |
| Sport Sponsorship Activation | |
| Pregame Introductions | |
| Sponsorship Activation | |
| Research and Evaluation | |
| Sponsorship Renewal | |
| Postgame Wrap-Up | |
| Promotional Merits of Sport Licensing | |
| Pregame Introductions | |
| Sport Licensing Marketplace | |
| Licensing as a Promotion and Profit-Generating Tool | |
| Promotion Through Licensing | |
| Promotion of the Licensing Program | |
| Licensed Property Protection | |
| Licensing Program Leadership | |
| Postgame Wrap-Up | |
| E-Commerce as a Promotional Tool in Sport | |
| Pregame Introductions | |
| The Internet and Sport Promotion | |
| Web Content | |
| Extending the Boundaries of the Stadium | |
| Postgame Wrap-Up | |
| Sport Brand Communications | |
| Pregame Introductions | |
| Importance of a Strategic Focus | |
| Modes of Brand Communication | |
| Postgame Wrap-Up | |
| Sport Promotion and Sales Risk Management | |
| Pregame Introductions | |
| Risk Management Cycle | |
| Legal Principles for the Sport Promotion Manager | |
| Case Studies | |
| Postgame Wrap-Up | |
| Redbirds FansFirst Plan 2001 | |
| Memphis Redbirds Sponsor Survey | |
| Endnotes | |
| Index | |
| About the Authors | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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