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Full Description
A text for students in sport management courses, including sport sales, sport sponsorship, and sport promotion courses. Also a reference for libraries and for sport sales reps, sponsorship reps, and sport marketers.
Contents
ForewordPrefaceAcknowledgmentsChapter 1. Introduction to Sport Promotion and SalesPregame IntroductionsDistinguishing Promotion From MarketingIntegrated Promotional AgendasPlanning and Managing the CampaignRationale for the Study of Sport Promotion and SalesPostgame Wrap-UpChapter 2. Theoretical Foundations for Effective Sport Promotion and Sales Pregame Introductions Communications DefinedThe ReceiverIntegrated Marketing Communications ModelPostgame Wrap-UpChapter 3. Incentivizing Sport ConsumersPregame IntroductionsTraditional Incentives: Price-Based or Sales PromotionsSport Consumer Behavioral Response IncentivesImplementing the Incentive PlanIncentive Plan ChecklistPostgame Wrap-UpChapter 4. Training the Sport Ticket Sales StaffPregame IntroductionsWhat Every Prospective Salesperson Needs to KnowRecruitingInterviewingTraining and OrientationBuilding a Sales CultureRetaining and Motivating the Sales StaffAcademic PreparationPostgame Wrap-UpChapter 5. Generating Ticket Sales in SportPregame IntroductionsDefining SalesThe Sales ProcessSelling Products Unique to the Sport IndustryPutting It All Together: The Ticket Sales DepartmentPostgame Wrap-UpChapter 6. Sport Ticket Customer Service and RetentionPregame IntroductionsDefining RelationshipsDefining Customer ServiceWhat Customers ExpectPost-Game Wrap-UpChapter 7. Sport Sponsorship FundamentalsPregame IntroductionsSponsorship DefinedSport Sponsorship PlatformsSponsorship ManagementSetting and Prioritizing Sponsorship ObjectivesPostgame Wrap-UpChapter 8. Sport Sponsorship SalesPregame IntroductionsSport Sponsorship Sales Force ManagementSales Process: EdusellingStep One: Identify the ProspectStep Two: Prepare "How-to" GuidesStep Three: Partner With the ProspectStep Four: Schedule a Product Sampling ExperienceStep Five: Design Follow-Up ProceduresStep Six: Make the OfferStep Seven: Close the DealStep Eight: Complete Aftermarketing Sales and Follow-UpStep Nine: Complete an Evaluation and Provide FeedbackPostgame Wrap-UpChapter 9. Sport Sponsorship ActivationPregame IntroductionsSponsorship ActivationResearch and EvaluationSponsorship RenewalPostgame Wrap-UpChapter 10. Promotional Merits of Sport LicensingPregame IntroductionsSport Licensing MarketplaceLicensing as a Promotion and Profit-Generating ToolPromotion Through LicensingPromotion of the Licensing ProgramLicensed Property ProtectionLicensing Program LeadershipPostgame Wrap-UpChapter 11. E-Commerce as a Promotional Tool in SportPregame IntroductionsThe Internet and Sport PromotionWeb ContentExtending the Boundaries of the StadiumPostgame Wrap-UpChapter 12. Sport Brand CommunicationsPregame Introductions Importance of a Strategic FocusModes of Brand CommunicationPostgame Wrap-UpChapter 13. Sport Promotion and Sales Risk ManagementPregame IntroductionsRisk Management CycleLegal Principles for the Sport Promotion ManagerCase StudiesPostgame Wrap-UpAppendix A. Redbirds FansFirst Plan 2001Appendix B. Memphis Redbirds Sponsor SurveyEndnotesIndexAbout the Authors
