Sport Marketing: Managing the Exchange Process

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Jones & Bartlett Learning, 1999 - Business & Economics - 169 pages
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Sport marketing is a growing and rapidly evolving industry. As such, managers need increasingly sophisticated approaches to evaluate and serve their markets. Sport marketing: managing the exchange process presents cutting edge conceptual and empirical approaches for managers to conduct relationships with consumers. The central theme of this book is the sport marketing exchange process. [The authors] focus on exchange because this process is fundamental to marketing and can be used to highlight the challenges and opportunities faced by the sport marketer&… Topics include: fan identification; measuring participant and spectator motivations, brand equity; databases; niche marketing, service quality; sport sponsorship; personality matching and Internet marketing.
 

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identification fan

Contents

Ref naming the Sport Marketing Exchange Process
1
Fan Identification
9
Motivations of the Sport Consumer
21
Evaluating the Impact of Winning and Brand Management
39
Utilizing the Customer Database
53
Managing Niche Markets
69
SportBased Segmentation Models
85
Measuring Service Quality
107
Sport Sponsorship Personality Matching
121
Sport Marketing and the Internet
137
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About the author (1999)

GEORGE R. MILNER is MILNER is Professor of Anthropology at The Pennsylvania State University. He specializes in archaeology and human osteology, focusing on the prehistoric peoples of the American Midwest and Southeast. His recent book, The Moundbuilders (2004), is an overview of the prehistoric societies of eastern North America. An earlier book,The Cahokia Chiefdom (1998; reprinted 2006), covers the development and organizational structure of the Mississippian period society centered on the largest prehistoric mound center in the United States.

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