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Sharing Best Practices in Sport Marketing: The Sport Marketing Association's Inaugural Book of Papers

1st Edition
Brenda G. Pitts

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"It is with tremendous pleasure that I share the enclosed contents drawn from more than eighty research presentations delivered at the Inaugural Sport Marketing Association Conference hosted by the University of Florida on November 13 through 15 of 2003. Scholarly papers were presented on such subjects as corporate sponsorship, sport consumer behavior, sport product branding, and technology's role in the promotion and sales process, all subjects of critical importance to those in pursuit of the best sport marketing practices."

From Richard Irwin's preface "A Word From the President"

Edited by Brenda G. Pitts, Director of the Sport Management Program at Georgia State University, Sharing Best Practices in Sport Marketing presents some of the latest research and thinking on contemporary topics in the world of sport marketing:

PART I. Building Brand: Sport Marketing Expansion Strategies
A New Brand World for Sports Teams
Behind More Luxury Suites in New NFL Stadiums

PART II. Sport Marketing and the Internet
Marketing on the Web
Sport Marketing on Fortune Global 500 Websites

PART III. Sponsorship and Sport Marketing
The Impact of Fan Identification on Consumer Response to Sponsorships
Total Sponsorship Value and Achieving Sponsorship Objectives
Sponsorship Awareness and the Gay Games
The Negotiation Philosophy for Corporate Sponsorship of Sports Properties

PART IV. Consumer Behavior, Emerging Markets, and Sport Marketing
Tapping the Market of Golfers with Disabilities
The Use of Contemporary Attitude Theory to Examine the Predictive Ability of Attitudinal Measures in Professional Team Sport
Culture and Other Market Demand Variables
Sport Consumption
Membership Retention within the Sporting Industry
A Crossnational Analysis of Sport Consumption
Spectator Satisfaction With the Support Programs of Professional Basketball Games

Author/Editor: Brenda G. Pitts
ISBN: 1885693524
Copyright: 2004
List Price: $29.00
Binding: Paperback
Pages: 233

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