Sports Marketing

Michael Fetchko is co-director of The Pittsburgh Center for Sports Media and Marketing at Point Park University, USA. Donald P. Roy is professor of marketing at Middle Tennessee State University, USA. Kenneth E. Clow is a Professor of Marketing and holder of the Biedenharn Endowed Chair of Business in the College of Business Administration at University of Louisiana Monroe, USA.

PART 1: INTRODUCTION TO SPORTS MARKETING
Chapter 1: Sports Meets Marketing
PART 2: UNDERSTANDING CUSTOMERS
Chapter 2: Examining Sports Entertainment Consumption
Chapter 3: Understanding the Marketing Environment
Chapter 4: Segmenting Audiences for Sports
PART 3: RESPONDING TO CUSTOMERS
Chapter 5: Building a Relevant Brand
Chapter 6: Defining the Product Offering
Chapter 7: Tapping into Passion through Experiential Marketing
PART 4: ENGAGING CUSTOMERS
Chapter 8: Planning the Brand Story — Communications Strategy    
Chapter 9: Creating the Brand Story — Communications Campaigns
Chapter 10: Telling the Brand Story — Communications Channels
Chapter 11: Leveraging the Sports Brand through Sponsorship-Linked Marketing
PART 5: SATISFYING AND SERVING CUSTOMERS
Chapter 12: Measuring Sports Brand Performance
Chapter 13: Living the Brand Promise: Delivery of Sports Experiences
Chapter 14: Preparing Future Sports Marketers