Overview

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.

Full Product Details

Author:   Richard L Irwin ,  William A. Sutton ,  Larry M. McCarthy
Publisher:   Human Kinetics Publishers
Imprint:   Human Kinetics
Edition:   2nd edition
Dimensions:   Width: 21.60cm , Height: 3.00cm , Length: 27.90cm
Weight:   1.157kg
ISBN:  

9780736064774

ISBN 10:   073606477
Pages:   352
Publication Date:   02 January 2008
Recommended Age:   From 18 to 99 years
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Out of Print
Availability:   In Print  
Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock.

Table of Contents

Foreword Preface Acknowledgments Chapter 1. Introduction to Sport Promotion and Sales Pregame Introductions Distinguishing Promotion From Marketing Integrated Promotional Agendas Planning and Managing the Campaign Rationale for the Study of Sport Promotion and Sales Postgame Wrap-Up Chapter 2. Theoretical Foundations for Effective Sport Promotion and Sales Pregame Introductions Communications Defined The Receiver Integrated Marketing Communications Model Postgame Wrap-Up Chapter 3. Incentivizing Sport Consumers Pregame Introductions Traditional Incentives: Price-Based or Sales Promotions Sport Consumer Behavioral Response Incentives Implementing the Incentive Plan Incentive Plan Checklist Postgame Wrap-Up Chapter 4. Training the Sport Ticket Sales Staff Pregame Introductions What Every Prospective Salesperson Needs to Know Recruiting Interviewing Training and Orientation Building a Sales Culture Retaining and Motivating the Sales Staff Academic Preparation Postgame Wrap-Up Chapter 5. Generating Ticket Sales in Sport Pregame Introductions Defining Sales The Sales Process Selling Products Unique to the Sport Industry Putting It All Together: The Ticket Sales Department Postgame Wrap-Up Chapter 6. Sport Ticket Customer Service and Retention Pregame Introductions Defining Relationships Defining Customer Service What Customers Expect Post-Game Wrap-Up Chapter 7. Sport Sponsorship Fundamentals Pregame Introductions Sponsorship Defined Sport Sponsorship Platforms Sponsorship Management Setting and Prioritizing Sponsorship Objectives Postgame Wrap-Up Chapter 8. Sport Sponsorship Sales Pregame Introductions Sport Sponsorship Sales Force Management Sales Process: Eduselling Step One: Identify the Prospect Step Two: Prepare “How-to” Guides Step Three: Partner With the Prospect Step Four: Schedule a Product Sampling Experience Step Five: Design Follow-Up Procedures Step Six: Make the Offer Step Seven: Close the Deal Step Eight: Complete Aftermarketing Sales and Follow-Up Step Nine: Complete an Evaluation and Provide Feedback Postgame Wrap-Up Chapter 9. Sport Sponsorship Activation Pregame Introductions Sponsorship Activation Research and Evaluation Sponsorship Renewal Postgame Wrap-Up Chapter 10. Promotional Merits of Sport Licensing Pregame Introductions Sport Licensing Marketplace Licensing as a Promotion and Profit-Generating Tool Promotion Through Licensing Promotion of the Licensing Program Licensed Property Protection Licensing Program Leadership Postgame Wrap-Up Chapter 11. E-Commerce as a Promotional Tool in Sport Pregame Introductions The Internet and Sport Promotion Web Content Extending the Boundaries of the Stadium Postgame Wrap-Up Chapter 12. Sport Brand Communications Pregame Introductions Importance of a Strategic Focus Modes of Brand Communication Postgame Wrap-Up Chapter 13. Sport Promotion and Sales Risk Management Pregame Introductions Risk Management Cycle Legal Principles for the Sport Promotion Manager Case Studies Postgame Wrap-Up Appendix A. Redbirds FansFirst Plan 2001 Appendix B. Memphis Redbirds Sponsor Survey Endnotes Index About the Authors

Reviews

Author Information

Richard L. Irwin, EdD, is a professor and the director of the Bureau of Sport & Leisure Commerce at the University of Memphis. He has taught promotion and sales at the university level for 18 years and has served as consultant with numerous sport businesses on topics relating to sales, sponsorship, licensing, and promotion. A founding member and past president of the Sport Marketing Association (SMA), Dr. Irwin has published numerous articles in sport marketing and management journals, contributed to books, and delivered presentations at regional, national, and international conferences on topics associated with sales and promotion. William A. Sutton, EdD, currently serves as a professor and associate department head for the DeVos Sport Business Management graduate program at the University of Central Florida. In addition to his duties at UCF, Dr. Sutton is the founder and principal of Bill Sutton & Associates, a consulting firm specializing in strategic marketing and revenue enhancement. Before assuming his current positions, he served as vice president of team marketing and business operations for the National Basketball Association and has held academic appointments at Robert Morris University, Ohio State University, and the University of Massachusetts at Amherst. In addition to Sport Promotion and Sales Management, Dr. Sutton is a coauthor for all three editions of Sport Marketing. He has also authored more than 100 articles and has made more than 100 national and international presentations. He is a past president of NASSM and a founding member of the Sport Marketing Association (SMA) and Sport Marketing Quarterly, where he has also served as coeditor. Dr. Sutton is a featured author for Street and Smith's Sports Business Journal (SBJ) and for the basketball strategy and business magazines Basketball Gigante and FIBA Assist, published in Italy. Larry M. McCarthy, PhD, is an associate professor of management and director of the Institute of International Business at the W. Paul Stillman School of Business at Seton Hall University. He teaches in the Center for Sport Management. He held an academic appointment as the coordinator of the graduate sport management program at Georgia Southern University. A founding member of the SMA, he served as the first secretary–treasurer of the association. McCarthy's research interests focus on the activities of professional sport franchises, cross-cultural studies, and international sport management. He has published articles in national and international journals and has presented his work at national and international conferences. A lifelong member of the Gaelic Athletic Association (GAA), he is secretary of the New York Board of the GAA and was an Olympic envoy to the Olympic Council of Ireland for the Centennial Olympic Games.

Tab Content 6

Author Website:  

Customer Reviews

Recent Reviews

No review item found!

Add your own review!

Countries Available

All regions