Cases in Sport Marketing

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Jones & Bartlett Learning, 1999 - Business & Economics - 351 pages
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Cases in Sport Marketing, simulates real-life scenarios for sport marketers as exhibition games in the preseason simulate the regular season for professional athletes. The text begins with four introductory chapters to explain the case study method and then dedicates the remaining fifteen chapters to fifteen sport marketing cases that cover a wide range of issues and sport industry segments. By working through the cases, students can examine an array of situations and gain experience grappling with actual problems faced by managers. Each case presents the critical issues at hand, possible alternatives for consideration, and the criterion necessary to make an informed decision. The final chapter provides an overview of the sport marketing field.
 

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Contents

Example Case and Analysis
43
Reebok A
63
The Reebok Running Category
87
Avid Sports
103
Smugglers Notch Resort
121
Pier 39 Licensed Products Stores
153
Salt Lake City 2002 Winter Olympic GamesThe
179
The Bikes Blades and Boards Tour
195
The LPGA Fan Village
229
The Ouray Case
245
Xerox and the Asian Winter Games
259
The Creation and Maintenance of Brand EquityThe Case
281
Miami UniversityThe Redskins Name Controversy
305
Miami UniversityThe Creation and Transfer
319
Review of Sport Marketing for Case Analysis
341
Copyright

The Ladies Professional Golf Association LPGA
209

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About the author (1999)

Mark P. McDonald (St. Charles, IL) is an Associate Partner with the Andersen Consulting Centre for Process Excellence. He works with leading-edge projects around the world addressing issues of eCommerce, rapid development, and product development. Mark is a sought out speaker on these issues and has authored several articles and papers on these subjects.

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