Sports Marketing and the Psychology of Marketing Communication
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Ambush Marketing
ambush marketing tactics
athlete
athlete endorsements
Athlete Endorsers
athletic
Athletic Shoe
Basketball Team
Category=KJS
Category=KNS
celebrities
Elm
endorsers
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
event
exploitable
Fanatical Consumption
Female Endorsers
High Risk Sports
IOC
Mark McGwire
mcgwire
NASCAR Fan
National Basketball Association
NCAA Tournament
psychological drivers in sports marketing
Purchase Intentions
Risky Sports
risky sports consumption
shoe
sneaker culture analysis
social marketing strategies
sponsored
Sponsored Event
sponsorship
Sport Sponsorship
Sports Celebrities
sports consumer behavior
Sports Event Sponsorship
Sports Marketing
Ta Ge
Tobacco Brands
UK Game
UK Win
Violate
Product details
- ISBN 9780805848267
- Weight: 725g
- Dimensions: 152 x 229mm
- Publication Date: 10 Feb 2004
- Publisher: Taylor & Francis Inc
- Publication City/Country: US
- Product Form: Hardback
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Sports marketing is one of the fastest growing areas of marketing communication. This book advances understanding in this emerging area.
It presents sports marketing in a scholarly and comprehensive way, covering major topics of discussion in sports marketing and the psychology of communication. Several new, innovative topics are introduced, such as SportNEST and consumption communities, and many classic topics are brought up to date, including sponsorship, ambush marketing, identification, endorsements, basking in reflected glory, and licensing. Many of the topics that seem to center around sports show up as well, such as sneakers, ethics, risky behavior, and even investments.
- Utilizing a psychological approach to understanding sports marketing, first-rate authors discuss the most important topics. The book covers all major topics of sports marketing, including:
- sponsorship from several different perspectives--the major force in sports marketing;
- ambush marketing--how non-sponsors seek to reap the benefits without paying the price; and
- licensing--using the sale of items, such as T-shirts to increase profit and marketing.
