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01410nam a2200241 p 4500

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AGPL220160005

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$a9780073128214 (alk. paper)

041   

0_   

$aeng.

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14   

$214$a 796.06$bSP400R

100   

1_   

$aFullerton, Sam.

245   

10   

$aSports marketing / $c Sam Fullerton

260   

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$aBoston :$bMcGraw-Hill/Irwin,$c2007

300   

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$axvi, 480 p. : $bill. ; $c 27 cm

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$aIncludes bibliographical references and index

505   

0_   

$aIntroduction to sports marketing -- Marketing through sports -- Introduction to sponsorship -- Sponsorship objectives and components -- The sponsorship commitment: resources and duration -- Ambush marketing -- Leveraging -- Developing and selling the sponsorship proposal -- Pre-event evaluation -- Postevent evaluation -- Sponsorship foundation and failure -- Endorsements -- Venue naming rights -- Licensing -- Segmentation of the sports market -- Product decisions in sports marketing -- Distribution decisions in sports marketing -- Pricing decisions in sports marketing -- Developing a promotional strategy for the marketing of sports products -- Relationship marketing in the business of sports -- The role of the technology in sports marketing -- Controversial issues in sports marketing.

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$aSports $xMarketing

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$aAGLIB$bKho Ngoại Văn$jNL.005432

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Quản Trị TV

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