Team Sports Marketing

Front Cover
Some might argue that sports marketing is a mere subfield of marketing, meaning that there are theoretical and practical dimensions that apply only to sports marketing and are only of interest to those involved in sports. In Team Sports Marketing, author Kirk Wakefield dispels this argument by demonstrating that effective sports
marketing epitomizes the science and art of marketing across any context. At the core
of sports marketing is the creation and enhancement of fan identification, where consumers are not just loyal customers, but have become brand fanatics.

Team Sports Marketing shows that while many aspects of sports marketing are thought to be unique to the field, other product and service sectors would do well to learn from teams in the NFL, NBA, MLB, and NHL that have transformed customers into fans. Moving beyond principles of marketing, Team Sports Marketing is packed with examples of best practices and covering subjects as diverse as sponsorships, season ticket sales, venue management and all topics in between. Team Sports Marketing is a must read text for students and managers in professional and collegiate sports.

Support materials for professors and students are available at www.teamsportsmarketing.com.

* A clear overview of the latest techniques in sports marketing
* Hugely populated with examples and cases
* Clearly shows why sports marketing is distinct from other forms of service marketing
 

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Contents

Chapter 1 What Is Sports Marketing?
1
Chapter 2 Sell an Identity
14
Chapter 3 Precision Marketing
37
Chapter 4 Research Your Fans
63
Chapter 5 Build the Season Ticket Base
83
Chapter 6 Build Value
114
Chapter 7 Build It and They Will Come
133
Chapter 8 Create Sponsorship Partners
152
Chapter 9 Create Sponsorship Value
186
Chapter 10 Move Merchandise
204
Chapter 11 Create Technological Advantages
226
Chapter 12 Build Community
247
Index
263
Copyright

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About the author (2007)

Kirk L. Wakefield is Professor, Sport Sponsorship and Sales, and Chair of the Marketing Department, Hankamer School of Business, Baylor University.

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