| |
| |
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 | |