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Sport marketing Fourth edition. by Mullin, Bernard James

Contents: “…Chapter 1 The Special Nature of Sport Marketing -- The NBA and Global Marketing Strategy -- Weathering Recessions -- The Competitive Marketplace -- Sport Marketing Defined -- Marketing Myopia in Sport -- Change in the Profession -- Uniqueness of Sport Marketing -- Chapter 2 Strategic Marketing Management -- Sport Strategy Is More Than Locker Room Talk -- Marketing Planning Process -- Strategic Step 1 -- Develop Vision, Position, and Purpose -- Strategic Step 2 -- Develop Strategic Goals and Objectives -- Strategic Step 3 -- Develop a Ticket Marketing, Sales, and Service Plan -- Strategic Step 4 -- Integrate the Marketing Plan Into a Broader, Strategic Resource Allocation -- Strategic Step 5 -- Control and Evaluate Implementation of the Plan -- Eight-Point Ticket Marketing, Sales, and Service Plan Model -- Chapter 3 Understanding the Sport Consumer -- Socialization, Involvement, and Commitment -- Environmental Factors -- Individual Factors -- Decision Making -- Chapter 4 Market Research in the Sport Industry -- Sources of Information -- Users of Market Research in Sport and Entertainment -- Application of Market Research in the Sport Industry -- Performing the Right Research -- Chapter 5 Market Segmentation -- What Is Market Segmentation? …”