Sport Promotion And Sales Management

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Sport Promotion And Sales Management

Format:  Hardcover,

339 pages

Publisher: Human Kinetics

Publish Date: Feb 2008

ISBN-13: 9780736064774

ISBN-10: 073606477X

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As more sport management programs are incorporating sales into their curriculum, "Sport Promotion and Sales Management, Second Edition," enters the field as a much-needed resource. With this text, students will prepare for careers in the industry, and professionals will learn best practices by discovering how to sell inventory ranging from tickets to sponsorship, prepare a sales force, retain and upsell existing products to customers, use sponsorships as a sales incentive, and service and activate sponsorships.

In an effort to address emerging industry trends, this text is a thorough revision of the first edition. The second edition continues to offer full coverage of sport promotion and sales so that readers may see a complete view of the sport industry as a unique promotion and sales medium. In keeping pace with the changing times in the world of sport, this book features much new material:

-Two new chapters (and three total) on sport sponsorship that greatly expand the discussion in that critical area, including how to negotiate, nurture, and activate sponsorships

-A detailed exploration of a nine-step "eduselling" process, an emerging sales model created by author William A. Sutton that will help readers increase product utilization and satisfaction by teaching how to use tickets and sponsorships to achieve business objectives

-Greater emphasis on the roles of sales and sponsorship as integral parts of developing a successful sport business

-A radically updated technology chapter that places great emphasis on e-commerce and gives an overview of the rapid changes that technological innovations are bringing to the industryAuthors Richard L. Irwin, Larry M. McCarthy, and Sutton bring extensive academic and professional experience to the book. They use numerous examples from their own experiences in consulting with teams, events, and organizations in the NFL, NBA, NHL, MLB, NCAA, PGA, and LPGA. They also bridge the gap between theory and practice by providing "Practitioner Perspectives" in each chapter. These perspectives help readers see how professionals have incorporated the techniques in the book. In addition, the authors offer real-life contemporary examples of sales and promotion management in practice, further illuminating successful practice for readers.

"Sport Promotion and Sales Management, Second Edition," presents a wide-ranging view of what it takes to be successful in the field. Moving from theoretical foundations of sport promotion and sales to fundamental roles of sport sponsorship, it examines incentives for sport consumers, licensing issues, sales management and servicing, and the role of technology in sport promotion and sales. It also explores sales training, the art of ticket sales, customer retention, branding, and risk management.

Students in sport management courses and professionals in the sport industry will find "Sport Promotion and Sales Management, Second Edition," brimming with fresh and innovative ideas and techniques in sales, promotion, and sponsorship. With its complete and current coverage of pertinent issues, this text is an invaluable resource for students and professionals alike as they prepare for or shape their careers in sport promotion and sales.

Specifications

Publisher: Human Kinetics
Publish Date: Feb 2008
ISBN-13: 9780736064774
ISBN-10: 073606477X
Format: Hardcover
Number of Pages: 339
Shipping Weight (in pounds): 2.55
Product in Inches (L x W x H): 9.0 x 11.5 x 1.25
Walmart No.: 9780736064774

Chapter outline

Foreword
Preface
Acknowledgments
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
Theoretical Foundations for Effective Sport Promotion and Sales
Pregame Introductions
Communications Defined
The Receiver
Integrated Marketing Communications Model
Postgame Wrap-Up
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
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
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
Sport Ticket Customer Service and Retention
Pregame Introductions
Defining Relationships
Defining Customer Service
What Customers Expect
Post-Game Wrap-Up
Sport Sponsorship Fundamentals
Pregame Introductions
Sponsorship Defined
Sport Sponsorship Platforms
Sponsorship Management
Setting and Prioritizing Sponsorship Objectives
Postgame Wrap-Up
Sport Sponsorship Sales
Pregame Introductions
Sport Sponsorship Sales Force Management
Sales Process: Eduselling
Identify the Prospect
Prepare "How-to" Guides
Partner With the Prospect
Schedule a Product Sampling Experience
Design Follow-Up Procedures
Make the Offer
Close the Deal
Complete Aftermarketing Sales and Follow-Up
Complete an Evaluation and Provide Feedback
Postgame Wrap-Up
Sport Sponsorship Activation
Pregame Introductions
Sponsorship Activation
Research and Evaluation
Sponsorship Renewal
Postgame Wrap-Up
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
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
Sport Brand Communications
Pregame Introductions
Importance of a Strategic Focus
Modes of Brand Communication
Postgame Wrap-Up
Sport Promotion and Sales Risk Management
Pregame Introductions
Risk Management Cycle
Legal Principles for the Sport Promotion Manager
Case Studies
Postgame Wrap-Up
Redbirds FansFirst Plan 2001
Memphis Redbirds Sponsor Survey
Endnotes
Index
About the Authors

Book description

As more sport management programs are incorporating sales into their curriculum, Sport Promotion and Sales Management, Second Edition, enters the field as a much-needed resource. With this text, students will prepare for careers in the industry, and professionals will learn best practices by discovering how to sell inventory ranging from tickets to sponsorship, prepare a sales force, retain and upsell existing products to customers, use sponsorships as a sales incentive, and service and activate sponsorships.

In an effort to address emerging industry trends, this text is a thorough revision of the first edition. The second edition continues to offer full coverage of sport promotion and sales so that readers may see a complete view of the sport industry as a unique promotion and sales medium. In keeping pace with the changing times in the world of sport, this book features much new material:

-Two new chapters (and three total) on sport sponsorship that greatly expand the discussion in that critical area, including how to negotiate, nurture, and activate sponsorships

-A detailed exploration of a nine-step “eduselling” process, an emerging sales model created by author William A. Sutton that will help readers increase product utilization and satisfaction by teaching how to use tickets and sponsorships to achieve business objectives

-Greater emphasis on the roles of sales and sponsorship as integral parts of developing a successful sport business

-A radically updated technology chapter that places great emphasis on e-commerce and gives an overview of the rapid changes that technological innovations are bringing to the industry

Authors Richard L. Irwin, Larry M. McCarthy, and Sutton bring extensive academic and professional experience to the book. They use numerous examples from their own experiences in consulting with teams, events, and organizations in the NFL, NBA, NHL, MLB, NCAA, PGA, and LPGA. They also bridge the gap between theory and practice by providing “Practitioner Perspectives” in each chapter. These perspectives help readers see how professionals have incorporated the techniques in the book. In addition, the authors offer real-life contemporary examples of sales and promotion management in practice, further illuminating successful practice for readers.

Sport Promotion and Sales Management, Second Edition, presents a wide-ranging view of what it takes to be successful in the field. Moving from theoretical foundations of sport promotion and sales to fundamental roles of sport sponsorship, it examines incentives for sport consumers, licensing issues, sales management and servicing, and the role of technology in sport promotion and sales. It also explores sales training, the art of ticket sales, customer retention, branding, and risk management.

Students in sport management courses and professionals in the sport industry will find Sport Promotion and Sales Management, Second Edition, brimming with fresh and innovative ideas and techniques in sales, promotion, and sponsorship. With its complete and current coverage of pertinent issues, this text is an invaluable resource for students and professionals alike as they prepare for or shape their careers in sport promotion and sales.

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