PART ONE - The Foundation of Sports Marketing 1 Introduction to Sports Marketing 2 The Four Domains of Sports Marketing PART TWO - Marketing Though Sports 3 Marketing Through Sports Using Mainstream Strategies 4 Introduction to Sponsorship: Concepts, Objectives and Components 5 Sponsorship Foundation: Developing and Selling the Proposal 6 Pre-Event Evaluation: The Assessment of Sponsorship Opportunities 7 Leveraging: Activation of the Sponsorship 8 Ambush Marketing 9 Postevent Evaluation: Identifying Success and Failure 10 Venue Naming Rights 11 Endorsements 12 Licensing PART THREE - The Marketing of Sports 13 Segmentation of the Sports Market 14 Product Decisions in Sports Marketing 15 Distribution Decisions and Facilities Management in Sports Marketing 16 Developing a Promotional Strategy for the Marketing of Sports Products 17 Pricing Decisions in Sports Marketing PART FOUR - Emerging Issues in Sports Marketing 18 Relationship Marketing in the Business of Sports 19 The Role of Technology in Sports Marketing 20 Controversial Issues in Sports Marketing |