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Strategies in Sports Marketing

Book Description

The application of marketing concepts to sports products and services is vital to the success of the industry. When appealing to the target audience of an event, it is essential to construct a strong marketing plan by utilizing emergent technologies and strategies. Strategies in Sports Marketing: Technologies and Emerging Trends provides relevant information on the marketing strategies and marketing trends of sporting events by highlighting the plans and tactical operations that sports organizations conduct when integrating marketing strategies. This publication is a comprehensive reference source for students, researchers, academicians, professionals and practitioners, as well as scientists and executive managers interested in the marketing strategies of sporting events.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Book Series
    1. Mission
    2. Coverage
  5. Editorial Advisory Board and List of Reviewers
    1. Editorial Advisory Board
    2. List of Reviewers
  6. Preface
  7. Acknowledgment
  8. Section 1: Sport Events and Tourism
    1. Chapter 1: Public Perception of Costs Associated with Major Sporting Events
      1. ABSTRACT
      2. 1. INTRODUCTION
      3. 2. RESIDENTS’ PERCEPTIONS OF MAJOR SPORTING EVENTS
      4. 3. COSTS OR NEGATIVE IMPACTS ASSOCIATED WITH SPORTING EVENTS
      5. 4. A STUDY OF THREE SPORTING EVENTS HOSTED IN THE CITY OF VALENCIA
      6. 5. PERCEPTION OF THE COSTS IN THE CASE OF THE THREE SPORTING EVENTS HELD IN VALENCIA
      7. 6. CONCLUSION
      8. ACKNOWLEDGMENT
      9. REFERENCES
      10. KEY TERMS AND DEFINITIONS
      11. ENDNOTES
    2. Chapter 2: Sport Events as a Tool for City Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. SPORT EVENTS
      4. SPORTS EVENT TOURISM
      5. EVENTS AS STRATEGIC TOOL OF CITY MARKETING
      6. STUDY CASE: SPANISH SWIMMING MASTER CHAMPIONSHIP
      7. CONCLUSION
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
      10. ENDNOTES
    3. Chapter 3: The Marketing of the F1 SingTel Singapore Grand Prix
      1. ABSTRACT
      2. INTRODUCTION
      3. SINGAPORE GRAND PRIX
      4. SPECTATORS’ RESPONSE
      5. CONCLUSION
      6. REFERENCES
      7. KEY TERMS AND DEFINITIONS
    4. Chapter 4: Sports Tourism Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. SPORTS TOURISM
      4. MOTIVATION
      5. INVOLVEMENT
      6. SPORTS TOURISM RESEARCH
      7. FUTURE RESEARCH DIRECTIONS
      8. CONCLUSION
      9. REFERENCES
      10. ADDITIONAL READING
      11. KEY TERMS AND DEFINITIONS
    5. Chapter 5: The Marketing Implications of International Sports Rating Systems
      1. ABSTRACT
      2. INTRODUCTION
      3. TYPES OF SPORTS AND SOURCES OF RECOGNITION
      4. TYPES OF RATING SYSTEMS
      5. MARKETING IMPLICATIONS FOR OBJECT SPORTS
      6. MARKETING IMPLICATIONS FOR INDEPENDENT SPORTS
      7. MARKETING IMPLICATIONS FOR COMBAT SPORTS
      8. MARKETING IMPLICATIONS FOR MIND SPORTS
      9. MARKETING IMPLICATIONS FOR SPORTS WITHOUT A RATING SYSTEM
      10. CONCLUSION
      11. REFERENCES
      12. KEY TERMS AND DEFINITIONS
  9. Section 2: Corporate Social Responsibility
    1. Chapter 6: The Ball is in Your Court
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. DO AS YOU WOULD BE DONE BY
      5. DISCUSSION AND CONCLUSION
      6. REFERENCES
      7. ENDNOTES
    2. Chapter 7: Corporate Social Responsibility and Sporting Events
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND: THE IMPORTANCE OF CORPORATE SOCIAL RESPONSIBILITY
      4. CORPORATE SOCAL RESPONSIBILITY AND SPORTS
      5. SOCIAL RESPONSILITY AND MAJOR SPORTING ORGANIZATIONS
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
      8. REFERENCES
      9. ADDITIONAL READING
      10. KEY TERMS AND DEFINITIONS
      11. APPENDIX
  10. Section 3: Consumer Behavior
    1. Chapter 8: Sport Environment/Atmospherics
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MAIN FOCUS OF THE CHAPTER
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
      8. ADDITIONAL READING
      9. KEY TERMS AND DEFINITIONS
    2. Chapter 9: Fan Attitudes of Basketball
      1. ABSTRACT
      2. INTRODUCTION
      3. METHODS
      4. RESULTS
      5. DISCUSSION
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
    3. Chapter 10: The Mediator of Disconfirmation on Satisfaction and Consumer Intentions
      1. ABSTRACT
      2. INTRODUCTION
      3. PROPOSAL FOR AN AFFECTIVE: COGNITIVE MODEL OF CONSUMER SATISFACTION
      4. A MODEL BASED ON THE DISCONFIRMATION OF EXPECTATIONS
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
  11. Section 4: Communication and Sponsorship
    1. Chapter 11: The State of Corporate Communications and Marketing in Spanish Professional Sports Clubs
      1. ABSTRACT
      2. 1. INTRODUCTION
      3. 2. BACKGROUND
      4. 3. THE MAIN FOCUS OF THE CHAPTER
      5. 4. SOLUTIONS AND RECOMMENDATIONS
      6. 5. THE ROAD TO EXCELLENCE
      7. 6. FUTURE RESEARCH DIRECTIONS
      8. 7. CONCLUSION
      9. REFERENCES
      10. ADDITIONAL READING
      11. KEY TERMS AND DEFINITIONS
      12. ENDNOTES
    2. Chapter 12: Ambush Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MAIN ISSUES AND PROBLEMS
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
      8. ADDITIONAL READING
      9. KEY TERMS AND DEFINITIONS
    3. Chapter 13: Getting Brand Commitment through Internet and Mobile Sports Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. LITERATURE REVIEW
      4. METHODOLOGY
      5. REAL MADRID AS AN EXAMPLE OF BRAND MANAGEMENT
      6. DISCUSSION AND CONCLUSION
      7. REFERENCES
      8. ENDNOTES
    4. Chapter 14: Effect of Image Transmission in Sports Sponsorship in Chile
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MAIN FOCUS OF THE CHAPTER
      5. IMPORTANCE OF THE SPORTS SPONSORSHIP
      6. CONCLUSION
      7. REFERENCES
      8. ADDITIONAL READING
    5. Chapter 15: Predicting the Attentional Effect of Sport Sponsorship Information as an Innovative Evaluation Approach
      1. ABSTRACT
      2. INTRODUCTION
      3. SPONSORSHIP AS A STRATEGIC MARKETING TOOL
      4. ATTENTIONAL EFFECT OF SPONSORSHIP INFORMATION
      5. APPLICATION OF ATTENTION-BASED SPONSORSHIP EVALUATION
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
      10. ENDNOTES
    6. Chapter 16: The Transfer from a Major Sport Event to a Sponsoring Brand
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. APPROACH TO A SPORTS SPONSORSHIP MODEL
      5. METHODOLOGY
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
  12. Section 5: Sport Market
    1. Chapter 17: The Role of Sports Marketing in the Global Marketplace
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MAIN FOCUS OF THE CHAPTER
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
      8. ADDITIONAL READING
      9. KEY TERMS AND DEFINITIONS
    2. Chapter 18: Be Stronger Together
      1. ABSTRACT
      2. INTRODUCTION
      3. A CASE FOR COMPONENT BRANDING FOR SPORTS GOODS
      4. THEORETICAL BACKGROUND
      5. REQUIREMENT FOR A FRAMEWORK TO EXPLAIN COMPONENT BRANDING
      6. COMPONENT BRANDING TO INCREASE CONSUMER ACCEPTANCE
      7. A FIVE STEP APPROACH
      8. CONCLUSION
      9. FUTURE RESEARCH DIRECTIONS
      10. REFERENCES
      11. ADDITIONAL READING
      12. KEY TERMS AND DEFINITIONS
  13. Compilation of References
  14. About the Contributors