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| Foreword | |
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| Preface | |
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| Acknowledgments | |
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| The Special Nature of Sport Marketing | |
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| Global Marketing Strategy | |
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| The Competitive Marketplace | |
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| Sport Marketing Defined | |
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| Marketing Myopia in Sport | |
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| The Slowly Growing Sport Marketing Profession | |
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| The Uniqueness of Sport Marketing | |
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| A Model of the Sport Industry | |
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| Consolidation in the Sport Industry | |
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| Strategic Marketing Management | |
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| Sport Strategy Is More Than Locker Room Talk | |
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| Implementing a Sport Marketing Program | |
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| Visualize and Position the Organization Vis-�-Vis the Market | |
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| Clarify Your Goals and Objectives | |
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| Develop a Marketing Plan | |
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| Integrate the Marketing Plan Into a Broader, Strategic Allocation of Resources That Ensure Success | |
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| Control and Evaluate the Plan's Implementation | |
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| Studies of Sport Consumers | |
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| Types of Sport Consumer Studies | |
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| Reading Sport Consumer Studies | |
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| Perspectives in Sport Consumer Behavior | |
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| Socialization, Involvement, and Commitment | |
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| Environmental Factors | |
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| Individual Factors | |
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| Decision Making for Sport Involvement | |
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| Data-Based Marketing and the Role of Research in Sport Marketing | |
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| An Integrated Data-Based Approach to Marketing Sport | |
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| Characteristics of an Ideal Data-Based Marketing System | |
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| Customer Relationship Management (CRM) Systems | |
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| Building the DBM System | |
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| Role of Market Research | |
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| Data Sources for an Effective Data-Based Marketing System | |
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| Types of Primary Market Research Used in Sport | |
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| Common Problems in Sport Marketing Research | |
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| Market Segmentation | |
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| What Is Market Segmentation? | |
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| Four Bases of Segmentation | |
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| Integrated Segmentation Strategies and Tactics | |
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| The Sport Product | |
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| What Is the Sport Product? | |
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| The Sport Product: Its Core and Extensions | |
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| Key Issues in Sport Product Strategy | |
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| Managing Sport Brands | |
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| Importance of Brand Equity | |
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| Benefits of Brand Equity | |
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| How Brand Equity Is Developed | |
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| Licensed and Branded Merchandise | |
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| What Are Licensing and Branding? | |
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| A History of Licensed Products | |
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| Industry Structure | |
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| Current Issues and Trends in Licensing and Branding | |
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| Pricing Strategies | |
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| The Basics of Pricing | |
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| Core Issues | |
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| Standard Approaches to Pricing | |
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| Special Pricing Factors | |
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| Writing About Price and Value | |
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| Promotions | |
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| The Catchall P: Promotion | |
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| Advertising | |
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| Advertising Media for Sport | |
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| Promotional Concepts and Practices | |
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| Promotional Components | |
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| The Ultimate Goal: Moving Consumers up the Escalator | |
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| Putting it All Together-An Integrated Promotional Model | |
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| Sales | |
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| Sales Defined | |
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| Direct Data-Based Sport Marketing | |
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| Typical Sales Approaches Used in Sport | |
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| Tips for Effective Implementation | |
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| Promotional Licensing and Sponsorship | |
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| Sponsorship Defined | |
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| Sponsorship's Place Within the Marketing Mix | |
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| The Growth of Sponsorship | |
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| What Does Sport Sponsorship Have to Offer? | |
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| Corporate Objectives | |
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| Evaluating and Ensuring Sponsorship Effectiveness | |
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| Selling the Sponsorship | |
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| Ethical Issues in Sponsorship | |
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| Place or Product Distribution | |
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| Placing Core Products and Their Extensions | |
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| Theory of Sport and "Place" | |
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| The Facility | |
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| Evaluating Consumer Opinion | |
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| Marketing Channels | |
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| The Product-Place Matrix | |
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| Electronic Media | |
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| The Electronic Media Landscape | |
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| It's Not Just Play-by-Play | |
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| The Digital Future | |
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| Public Relations | |
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| Public Relations Defined | |
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| Public Relations Functions | |
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| Media Impact on Sport Public Relations | |
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| Strategic Planning and Public Relations | |
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| Integrating Sales, Promotion, Sponsorship, Media, and Community Relations | |
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| Coordinating and Controlling the Marketing Mix | |
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| Cross-Impacts Among the Five Ps | |
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| Controlling the Marketing Function | |
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| The Legal Aspects of Sport Marketing | |
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| What Is Intellectual Property? | |
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| Trademark Infringement | |
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| Trademarks and the Internet | |
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| Unfair Competition and Unfair Trade Practices | |
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| Copyright Law and Sport Marketing | |
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| Patents | |
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| Right of Publicity and Invasion of Privacy | |
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| Emerging Issues | |
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| The Shape of Things to Come | |
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| Looking Ahead to 2011: A Sports Business Odyssey | |
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| Looking Back for Inspiration but Looking Forward for Disruption | |
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| My Fearless Predictions for the Next Five Years in Sport Sponsorship | |
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| The Future of Team Sport Business | |
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| Sport Industry Jobs in the Next Five Years | |
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| From Our Crystal Ball | |
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| From Our Crystal Ball Redux: By the Year 2012 | |
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| Sport Industry Organizations | |
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| Sample Surveys | |
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| Endnotes | |
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| Index | |
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| About the Authors | |