Sports Marketing Fundamentals Strategies Instruments 1st Edition by Manfred Bruhn, Peter Rohlmann ISBN 9783658391225

Sports Marketing Fundamentals – Strategies – Instruments 1st Edition by Manfred Bruhn , Peter Rohlmann – Ebook PDF Instant Download/Delivery. 9783658391225
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ISBN 10: 
ISBN 13: 9783658391225
Author: Manfred Bruhn , Peter Rohlmann

This book provides the basic knowledge (“basics”) for professional sports marketing and gives suggestions for management practice. In the course of social and economic development, sports marketing has grown from rudimentary beginnings into a highly professional and complex discipline that not only affects those directly involved, but has also involved other interest groups (stakeholders) who often pursue their own and not always compatible intentions and interests.
In addition, megatrends such as digitalisation and globalisation have given new impetus to sports marketing, just as sport itself has changed significantly in all its different manifestations and structures (including professionals and amateurs, sponsorship and organisation, self-determination and external determination).
The authors present the basic building blocks in sports marketing in a compact manner and outline framework conditions, special features, strategy development and the use of marketing instruments. In this way, they create knowledge and understanding for successful sports marketing in the future.

Sports Marketing Fundamentals – Strategies – Instruments 1st Table of contents:

Chapter 1: The Fundamentals of Sports Marketing

• Understanding the Sports Market
• The Role of Sports Marketing in Building Brands
• Consumer Behavior in Sports
• The Relationship Between Sports and Culture
• Analyzing the Sports Industry Landscape

Chapter 2: Sports Marketing Strategy Development

• Defining Sports Marketing Objectives and Goals
• Market Segmentation and Targeting in Sports Marketing
• Positioning in Sports Marketing: Creating Differentiation
• Developing Effective Marketing Plans for Sports Brands
• SWOT Analysis in Sports Marketing Strategy

Chapter 3: Sports Sponsorship and Partnerships

• The Role of Sponsorship in Sports Marketing
• Types of Sponsorships: Event, Team, Athlete, and Media
• Building and Managing Sponsorship Relationships
• Evaluating Sponsorship Effectiveness
• Case Studies: Successful Sports Sponsorship Campaigns

Chapter 4: Media and Communication in Sports Marketing

• The Impact of Media in Sports Marketing
• Traditional Media: Television, Radio, Print
• Digital Media and Social Media in Sports Marketing
• Content Marketing and Storytelling in Sports
• Engaging Fans Through Digital Channels
• Crisis Communication in Sports Marketing

Chapter 5: Marketing and Managing Sports Events

• Planning and Organizing Sports Events
• Promoting Sports Events: Advertising, Public Relations, and Social Media
• Event Sponsorship and Partnerships
• Event Management: Logistics, Operations, and Fan Experience
• Case Study: Successful Sports Event Marketing

Chapter 6: Athlete Branding and Endorsements

• Building Personal Brands for Athletes
• The Power of Athlete Endorsements in Sports Marketing
• Managing Athlete-Brand Relationships
• Legal and Ethical Considerations in Athlete Endorsements
• Case Studies: Successful Athlete Marketing Campaigns

Chapter 7: Sports Product and Merchandise Marketing

• The Role of Merchandise in Sports Marketing
• Product Branding and Licensing in Sports
• E-commerce and Retail Strategies for Sports Products
• Marketing Fan Apparel and Memorabilia
• Innovations in Sports Merchandise and Retail Marketing

Chapter 8: Fan Engagement and Loyalty Programs

• Building Fan Loyalty Through Marketing
• Fan Experience and Engagement Strategies
• Creating Interactive and Immersive Experiences
• Loyalty Programs and Membership Offerings
• Measuring Fan Engagement and Satisfaction

Chapter 9: Sports Marketing in the Digital Era

• The Rise of Digital and Social Media in Sports Marketing
• Mobile Apps and Fan Interaction in Sports
• Data Analytics and Sports Marketing Insights
• The Impact of Virtual Reality and Augmented Reality
• Future Trends in Digital Sports Marketing

Chapter 10: Global Sports Marketing

• The Globalization of Sports Marketing
• International Sponsorship and Brand Expansion
• Cultural Sensitivity and Global Fan Bases
• Marketing Major International Sports Events: The Olympics, World Cup, and More
• Case Studies: Global Sports Marketing Successes

Chapter 11: Ethical Issues in Sports Marketing

• Ethics in Sponsorship and Endorsements
• Marketing to Children and Youth in Sports
• Social Responsibility in Sports Marketing
• Addressing Issues like Gender Equality and Diversity in Sports Marketing

Chapter 12: Evaluating Sports Marketing Effectiveness

• Metrics and Key Performance Indicators (KPIs) in Sports Marketing
• Measuring the Impact of Sponsorships and Campaigns
• Fan and Consumer Feedback and Surveys
• Analyzing Return on Investment (ROI) in Sports Marketing

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