-
Free Shipping on all Orders Over $35!*
*excludes Marketplace items.
Downloadable: 90 Days
Downloadable: 120 Days
Downloadable: 180 Days
Downloadable: Lifetime Access
We're Sorry
Sold Out
This item is being sold by an Individual Seller and will not ship from the Online Bookstore's warehouse. The Seller must confirm the order within two business days. If the Seller refuses to sell or fails to confirm within this time frame, then the order is cancelled.
Please be sure to read the Description offered by the Seller.
Summary
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. |
An electronic version of this book is available through VitalSource.
This book is viewable on PC, Mac, iPhone, iPad, iPod Touch, and most smartphones.
By purchasing, you will be able to view this book online, as well as download it, for the chosen number of days.
A downloadable version of this book is available through the eCampus Reader or compatible Adobe readers.
Applications are available on iOS, Android, PC, Mac, and Windows Mobile platforms.
Please view the compatibility matrix prior to purchase.