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Preface | |
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Pedagogical Features | |
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Critical Thinking | |
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Supplements | |
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About the Authors | |
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Sport Marketing: The Basics | |
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Introduction to Sport Marketing | |
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Chapter Outline | |
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Chapter Objective | |
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What Is Sport Marketing? | |
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Bottom Line - What Is Sport Marketing? | |
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Conclusion | |
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Managing the Sport Marketing Mix | |
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Chapter Outline | |
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Chapter Objectives | |
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What Makes Sport Marketing Unique? | |
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The Characteristics of Sport Marketing | |
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The Sport Marketing Mix | |
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The Escalator Concept | |
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Developing a Sport Marketing Plan | |
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Why the Theory and Plans Do Not Always Work | |
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Conclusion | |
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Understanding the Sport Consumer | |
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Sport Marketing Research | |
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Chapter Outline | |
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Chapter Objectives | |
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What Is Sport Marketing Research? | |
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Sport Marketing Research Process | |
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Research Reports and Services Within Sport Marketing Research | |
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Online and Web-Based Sport Marketing Research | |
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Conclusion | |
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Sport Marketing Information Systems | |
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Chapter Outline | |
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Chapter Objectives | |
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What Is a Sport Marketing Information System? | |
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Components of a Sport Marketing Information System | |
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Value of an Integrated Sport Marketing Information System | |
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Conclusion | |
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Sport Consumer Behavior | |
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Chapter Outline | |
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Chapter Objectives | |
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What Is Sport Consumer Behavior? | |
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Internal Factors Affecting Sport Consumers | |
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External Factors Affecting Sport Consumers | |
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The Marketing Concept for Sport | |
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Problem Solving and Decision Making | |
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Influencing the Sport Consumer | |
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Diffusion and Adoption Processes | |
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Conclusion | |
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Sport Marketing Logistics | |
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Sport Product Management | |
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Chapter Outline | |
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Chapter Objectives | |
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Elements of Sport Products and Services | |
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Sport Product and Service Management | |
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Ethics in Sport Product and Service Management | |
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The Sport Product and Service Life Cycle | |
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Positioning and Differentiation | |
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Conclusion | |
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Sales Management in Sport | |
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Chapter Outline | |
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Chapter Objectives | |
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What Is Sport Sales Management? | |
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The Sport Sales Organization | |
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The Sport Buying Process | |
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The Sport Sales Process | |
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Non-Store-Based Inventories for Sales in Sport | |
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Ethics in Sales Management | |
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Conclusion | |
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Purchasing and Supply Chain Management in Sport | |
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Chapter Outline | |
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Chapter Objectives | |
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What Are Logistics in Sport Marketing? | |
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Purchasing | |
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Supply Chain Management | |
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Emerging Technology in Logistics: Radio Frequency Identification | |
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Conclusion | |
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Promotional Aspects of Sport Marketing | |
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Communication Management in Sport | |
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Chapter Outline | |
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Chapter Objectives | |
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What Is Communication Management in Sport? | |
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The Communication Process | |
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Sport Organizational Images | |
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Sport Promotions | |
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Conclusion | |
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Sport Advertising | |
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Chapter Outline | |
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Chapter Objectives | |
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What Is Sport Advertising? | |
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Advertising for Sport Teams and Sport Retail Businesses | |
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Sport Advertising and Image | |
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Social, Ethical, and Regulatory Aspects of Sport Advertising | |
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Sport Advertising and Consumer Behavior | |
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Creating Sport Advertisements and Commercials | |
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Sport Advertising and Integrated Brand Promotion | |
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Conclusion | |
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Sport Sponsorship | |
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Chapter Outline | |
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Chapter Objectives | |
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History of Sport Sponsorship | |
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Areas of Sport Sponsorship | |
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Ethical Issues in Sport Sponsorship | |
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Corporate and Brand Goals for Sport Sponsorship | |
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Sport Sponsorship Agreements | |
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Conclusion | |
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Specialized Concepts in Sport Marketing | |
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Sport Retail Management | |
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Chapter Outline | |
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Chapter Objectives | |
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What Is Sport Retail Management? | |
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Retail Value and Relationship Building | |
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Retail Strategy | |
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Methods of Planning a Sport Retail Mix | |
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Store-Based Sport Retail Strategy Mix | |
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Targeting Customers and Gathering Information | |
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Location, Location, Location | |
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Organizational Structure | |
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Merchandise Management | |
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Getting the Message Out: Sport Retailer Communications | |
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Conclusion | |
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Sport E-Business and E-Commerce | |
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Chapter Outline | |
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Chapter Objectives | |
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What Is "E"? | |
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Categories of E-Business and E-Commerce in Sport Marketing | |
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Digital Technologies Utilized to Manage Sport E-Business and E-Commerce | |
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Conducting Sport E-Business and E-Commerce | |
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Ethics in Sport E-Business and E-Commerce | |
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Sport E-Business and E-Commerce in the New Economy | |
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Conclusion | |
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International and Global Marketing in Sport | |
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Chapter Outline | |
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Chapter Objectives | |
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Introduction to International and Global Sport Marketing | |
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The Relationship Between Culture and the International/Global Sport Marketplace | |
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International and Global Sport Market Opportunities | |
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International and Global Sport Marketing Strategies | |
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Conclusion | |
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The Future of Sport Marketing | |
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Enterprise Sport Marketing Management | |
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Chapter Outline | |
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Chapter Objectives | |
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Is Sport Marketing An Art or a Science? | |
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Sport Brand Architecture | |
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Sport Marketing As Part of the Enterprise | |
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Sport Consumer Relationship Management | |
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More than Just Relationships: Offering Sport Consumer Experiences | |
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Conclusion: The Future of Sport Marketing - It Is All About You! | |
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And Now a Final Word ... | |
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Bibliography | |
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Glossary | |
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Index | |