Download or read book Relationship Marketing and Intercollegiate Sport Promotion written by Alison Fridley and published by . This book was released on 2020 with total page 226 pages. Available in PDF, EPUB and Kindle. Book excerpt: The first article, a case study on a NCAA Division I Power Five university in the southeastern United States, employed a case study framework, explored target markets and exposure techniques through both the planned behavior theory and social identity theory theoretical lenses. This study aimed to better understand how university students and booster club members identify as a social group. The data emerged into four distinct themes, including communication, social interaction, connection, and hospitality. The findings suggested booster club members are primary fans and help the team generate fan interest. The importance of sociability was clear and the implications for target marketing and team exposure to acquire fans are discussed within. The second study utilized a transcendental phenomenological framework and focused on a Division I tennis team booster club and eight participants' experiences of reality versus expectation regarding booster involvement. This study used the social identity theory as the theoretical lens to better understand how the booster club members identify as a social group and the relation to team identity and brand equity. Multiple themes emerged from the data, including reciprocity, investment, and connection and belonging. Each of these themes fell under both reality and expectation but were experienced differently under the two categories. The invariant essence emerged as a desire for purpose and engagement with the team and athletes. The importance of connection to team identity was clear, and implications for marketing the booster club to enhance team identity and brand equity are discussed within. The final study explored the influence of relationship marketing in college athletics on Power Five faculty members. It aimed to investigate the motivation impact of a faculty member's team identification or relationship with college athletes in their respective class(es) on intercollegiate athletic event attendance. Results showed a significant difference in motivation scores from faculty participants, and higher levels of both faculty identification with university athletic teams and faculty perceptions of student athletes contributed to increased athletic event motivation scores.
Download or read book Relationship Marketing in Sports written by Andre Buhler and published by Routledge. This book was released on 2012-07-26 with total page 210 pages. Available in PDF, EPUB and Kindle. Book excerpt: Relationship marketing is an important issue in every business. Knowing the customers and establishing, maintaining and enhancing long-term customer relationships is a key component of long-term business success. Considering that sport is such big business today, it is surprising that this crucial approach to marketing has yet to be fully recognised either in literature or in the sports business itself. Relationship Marketing in Sports aims to fill this void by discussing and reformulating the principles of relationship marketing and by demonstrating how relationship marketing can be successfully applied in practice within a sports context. Written by a unique author team of academic and practitioner experience, the book provides the reader with: the first book to apply the principles of relationship marketing specifically to a sports context case studies from around the world to provide a uniquely global approach applicable worldwide strong pedagogical features including learning outcomes, overviews, discussion questions, glossary, guided reading and web links practical advice for professional, semi-professional and non-professional sporting organisations a companion website providing web links, case studies and PowerPoint slides for lecturers. Relationship Marketing in Sports is crucial reading for both students and professionals alike and marks a turning point in the marketing of sports.
Download or read book The Playbook for Social Media Marketing written by Dallas Smith and published by . This book was released on 2016 with total page 254 pages. Available in PDF, EPUB and Kindle. Book excerpt: This project addresses the issue of funding in intercollegiate athletics in the United States, and how social media marketing serves as a neutralizing resource for marketing gains. This project analyzes social media through the perspective of relationship marketing to sports fans. The creation of The Playbook for Social Media Marketing helps condense the multitude of research surrounding sports marketing into a functioning marketing plan. The Playbook serves as a model for college athletic departments to use when developing a social media marketing strategy for their institution. Implications and suggestions for future research are also discussed.
Download or read book Sport Marketing in a Global Environment written by Ruth M. Crabtree and published by Routledge. This book was released on 2022-04-19 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines contemporary sport marketing, with a particular focus on strategic marketing, the process of longer-term planning and development that involves identifying the needs and wants of potential customers and satisfying their needs through the exchange of products and services. It presents cutting-edge case studies from around the world, including from the United States, China, Europe, the Middle East, South America, and Africa. It considers some of the most interesting emerging themes and topics in contemporary sport business, including fitness marketing, the role of sustainability in sport marketing, social media and digital marketing, athlete-brand relationships, and the promotion and development of collegiate and scholastic sport. As a whole, this volume presents a snapshot of the opportunities and challenges facing sport marketers around the world. Sport Marketing in a Global Environment is fascinating reading for any advanced student, researcher, or professional working in sport business and management, sport development, marketing, strategic management, or global business.
Download or read book Marketing the Sports Organisation written by Alain Ferrand and published by Routledge. This book was released on 2008-08-20 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: Drawing on both academic expertise and real life case studies, this book describes how to use relationship marketing in sports organisations. Its comprehensive and instructive approach makes it an essential manual for professionals and an invaluable resource for academics.
Download or read book Beyond the Game Athletes Events Spectators and Venues in Sports Marketing written by Göker GÜLAY and published by Turkuaz Kongre Organizasyonu Fuarcılık Yayıncılık Eğitim Turizm ve Ticaret Limited Şirketi. This book was released on with total page 99 pages. Available in PDF, EPUB and Kindle. Book excerpt: Welcome to the world of sports marketing, where the intersection of athleticism, business acumen, and digital innovation unfolds. In this book, we embark on an intellectual journey that dissects the intricate domain of sports marketing, navigating through essential basics, exploring the strategic use of social media, and delving into the fascinating realm of advertising in and through sports. Chapter 1 sets the stage by offering the foundational knowledge required to grasp the multifaceted nature of sports marketing. From understanding the institutional view of sport and its demand to distinguishing between marketing in sport and marketing through sport, this section lays the groundwork for our exploration. We examine the relationship between advertising and sports, conceptualize sport as a product in marketing, and delve into the role of athletes as key figures in sports marketing. Along the way, we uncover the power of sports celebrities in marketing communication and explore the intricate world of sports consumers. This section takes a dive into sports venues as advertising media, shedding light on their impact and effectiveness. It also discusses how sport events can be used to connect with target audiences, increase brand awareness and boost sales, as sport events present a significant marketing opportunity for businesses and organizations. It discusses a range of strategies and practices for marketing sport events within the framework of event planning and marketing communications. Advertising in and through sport is another important area of sports marketing since sport offers a powerful platform for advertising. Sport events, athletes and sports teams can be an effective way to reach a wide audience. In this context, the book discusses the basics of advertising in and through sport. Chapter 2 turns our attention to the dynamic realm of social media in sports marketing. In an era where digital connectivity reigns supreme, the strategic use of social media is a game-changer. We scrutinize the risks involved in leveraging social media in sports marketing and delve into strategic approaches. This includes an exploration of academic studies on strategic social media use, the concept of relationship marketing in sports, and the art of sports relationship marketing through social media. Social media is becoming an increasingly important tool for sports marketing. It offers a powerful platform that businesses and organizations can use to connect with their target audiences, increase brand awareness and drive sales. This book aims to provide a comprehensive guide on how social media can be used for sports marketing, covering topics such as developing a social media strategy, content creation and social media analytics. This book is designed to cater to a diverse audience. Scholars in the field of communication and media will find rich insights into the evolving dynamics of sports marketing. Professional marketers will discover practical strategies for harnessing the power of social media in their campaigns, while students passionate about sports marketing and advertising will find a comprehensive foundation for their future endeavors. May this book serve as a beacon of knowledge and inspiration as you navigate the dynamic and thrilling world of sports marketing.
Download or read book Social Media In Sport Theory And Practice written by Gashaw Abeza and published by World Scientific. This book was released on 2021-07-26 with total page 507 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book enables students to grasp the holistic enterprise of social media as it pertains to social, legal, marketing, and management issues. The book also helps students better understand the research process in social media scholarship and make connections with academic research and applied practice in sport studies.
Download or read book Sport Marketing written by Windy Dees and published by Human Kinetics. This book was released on 2021-03-12 with total page 490 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book helps students prepare for careers in the fast-paced world of sport marketing, as well as provides a resource for practitioners looking for the latest information in the field. The book offers abundant examples of the latest issues in the competitive marketplace"--
Download or read book Sport Promotion and Sales Management written by Richard L. Irwin and published by Human Kinetics. This book was released on 2008 with total page 356 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is a guide to promotion and sales in the sport industry. Experts from the classroom and sports field offer insights and experiential data on the skills needed to succeed in sports promotion and sales.
Download or read book Emerging Trends and Innovation in Sports Marketing and Management in Asia written by Leng, Ho Keat and published by IGI Global. This book was released on 2015-01-31 with total page 381 pages. Available in PDF, EPUB and Kindle. Book excerpt: Once only associated with North America and Europe, formal athletic events are now becoming more prevalent in Asia as well. With the expansion of this industry, there is a need for efficient and strategic advertising to promote competitions, events, and teams. Emerging Trends and Innovation in Sports Marketing and Management in Asia brings together research and case studies to evaluate and discuss the effectiveness of current methodologies and theories in an effort to improve promotional activities and the organization of all aspects of the sports industry. This publication is an essential reference source for academicians, researchers, industry practitioners, and upper-level students interested in the theories and practices of sports marketing and management with a special focus on Asia.
Download or read book Advanced Theory and Practice in Sport Marketing written by Eric C. Schwarz and published by Taylor & Francis. This book was released on 2022-08-11 with total page 419 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now in a fully revised and updated fourth edition, Advanced Theory and Practice in Sport Marketing is still the only textbook to introduce key theory and best practice in sport marketing at an advanced level. The book goes beyond the introductory sport marketing course by exploring advanced marketing theories related to topics such as ethics and social responsibility, international marketing, marketing research and information systems, data analytics, consumer behavior, product and logistics management, branding and brand management, sales management, promotions, social media and networking, destination marketing, and evaluating performance. New to this edition are sections on pricing structures and strategies, experiential marketing, new digital marketing communications and technology, emotional intelligence in sport marketing, and social entrepreneurship. This is also one of the first books to consider the challenges of sports marketing in a post-COVID world. Every chapter contains extended case studies and theory-to-practice insights from marketing professionals around the world. This is an essential textbook for courses on sport marketing, and invaluable recommended reading for any general course on sport business, sport management, sport development, or marketing. Ancillary resources include a test bank, PowerPoint slides, and a master course syllabus.
Download or read book Relationship Marketing in Sports written by Andr̈é Bühler and published by . This book was released on 2013 with total page 198 pages. Available in PDF, EPUB and Kindle. Book excerpt: Relationship Marketing in Sports is the first book to consider the important topic of relationship marketing in a sports context by discussing and reformulating the principles of relationship marketing and by demonstrating how relationship marketing can be successfully applied in practice within a sports context.
Download or read book Administration of Intercollegiate Athletics written by Robert Zullo and published by Human Kinetics. This book was released on 2024-02-27 with total page 458 pages. Available in PDF, EPUB and Kindle. Book excerpt: The dynamic world of collegiate sports has seen seismic changes since the previous edition of Administration of Intercollegiate Athletics was published. Conference realignments; name, image, and likeness (NIL) advancements; multibillion-dollar media rights deals; expanded bowl games and tournaments; and big-money corporate sponsorships have all been arisen out of the burgeoning popularity of college sports. The growing complexities of the sport administrator’s role necessitate a college text that reflects the times. And that’s exactly what Administration of Intercollegiate Athletics, Second Edition, does. Some of the most informed and experienced professionals in the field of athletics administration have lent their expertise to the updated second edition, making it the most comprehensive resource available today for students aspiring to work in the field and for professionals navigating an increasingly demanding environment. The text offers students a deep dive into the day-to-day operations of collegiate athletics departments. With chapters covering governing bodies and conference governance; leadership and management; rules compliance; academics, eligibility, and student-athlete development; media relations and production; financial operations and budgeting; marketing, ticketing, licensing, and sponsorships; facility and event management; alumni relations; and support services, the text provides students with the essential underpinnings of an athletics administration position. New to this edition is a chapter dedicated to diversity, equity, and inclusion to provide broader discussions of athlete social justice activism, gender equity, Title IX compliance, feminist theory, and allyship. In addition, the second edition discusses the rise of NIL deals, legalized sports wagering, and esports, as well as the lasting financial impacts of COVID-19 on athletics departments at all levels of intercollegiate sport. While Division I schools grab the spotlight, administrators in Division II, Division III, junior colleges, and National Association of Intercollegiate Athletics (NAIA) athletics departments share the same responsibilities as their Division I counterparts. Throughout the text, Administration of Intercollegiate Athletics, Second Edition, takes care to address the needs and concerns of administrators at these levels, even more so than in the previous edition. New and updated features include Leadership Lesson sidebars, discussion questions, learning activities, and case studies designed to enhance learning and provide practical application of the concepts presented. Also included are Industry Profile sidebars that highlight prominent athletics administrators, Technology Tools sidebars that showcase the latest advancements assisting administrators in their roles, and Professional Development sidebars that provide students with direction on how to enter and succeed in the industry. Administration of Intercollegiate Athletics, Second Edition, is an essential textbook for courses on intercollegiate athletics, sport management, or sport marketing and is a relied-on resource for current sport administrators.
Download or read book Sports Marketing written by Michael J. J. Fetchko and published by Routledge. This book was released on 2018-10-09 with total page 614 pages. Available in PDF, EPUB and Kindle. Book excerpt: Highly practical and engaging, Sports Marketing equips students with the skills, techniques, and tools they need to be successful marketers in any sporting environment. The book combines scholarly theory with the perspectives of those who have been actively involved in the sports business. A worldwide range of examples from all levels of sports, as well as insider expertise, strongly ties classroom learning to real-world practice, and assures students that the theory is relevant. New material includes: • Expanded coverage of marketing analytics and the use of market-driven tactics showing students how to strengthen customer relationships and maximize profits • Greater attention to the impact of new technologies on customer relationships, such as social media, content marketing, ticketing strategies, and eSports, ensuring students are exposed to the latest advancements in marketing for sports • A stronger global focus throughout the book, including several new cases from outside the U.S., as well as coverage of international sporting organizations, such as FIFA and the ever popular English Premier League • Six new "You Make the Call" short cases to offer opportunities for analysis and decision making in sectors of sports marketing including sports media, experiential events, and eSports These popular "You Make the Call" cases and review questions stimulate lively classroom discussion, while chapter summaries and a glossary further support learning. Sports Marketing will give students of sports marketing and management a firm grasp of the ins and outs of working in sports.
Download or read book Team Sports Marketing written by Kirk Wakeland and published by Routledge. This book was released on 2007-02-07 with total page 284 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Encyclopedia of Sports Management and Marketing written by Linda E. Swayne and published by SAGE Publications. This book was released on 2011-08-08 with total page 1960 pages. Available in PDF, EPUB and Kindle. Book excerpt: This four-volume set introduces, on the management side, principles and procedures of economics, budgeting and finance; leadership; governance; communication; business law and ethics; and human resources practices; all in the sports context. On the marketing side this reference resource explores two broad streams: marketing of sport and of sport-related products (promoting a particular team or selling team- and sport-related merchandise, for example), and using sports as a platform for marketing non-sports products, such as celebrity endorsements of a particular brand of watch or the corporate sponsorship of a tennis tournament. Together, these four volumes offer a comprehensive and authoritative overview of the state of sports management and marketing today, providing an invaluable print or online resource for student researchers.
Download or read book Routledge Handbook of Sport Communication written by PaulM. Pedersen and published by Routledge. This book was released on 2017-07-05 with total page 722 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Routledge Handbook of Sport Communication is the only book to offer a fully comprehensive and in-depth survey of the contemporary discipline of sport communication. It explores communication within, through, and for sport in all its theoretical, conceptual, cultural, behavioral, practical and managerial aspects, tracing the contours of this expansive, transdisciplinary and international discipline and demonstrating that there are few aspects of contemporary sport that don?t rely on effective communications.Including contributions from leading sport media and communications scholars and professionals from around the world, the book examines emerging (new and social) media, traditional (print, broadcast and screen) media, sociological themes in communication in sport, and management issues, at every level, from the interpersonal to communication within and between sport organisations and global institutions. Taking stock of current research, new ideas and key issues, this book is an essential reference for any advanced student, researcher or practitioner with an interest in sport communication, sport business, sport management, sport marketing, communication theory, journalism, or media studies.
