Any sports marketing student or prospective sports marketer has to understand in detail genuine industry trends and be able to recognise solutions to real-world scenarios. Sports Marketing: A Practical Approach is the first textbook to offer a comprehensive, engaging and practice-focused bridge between academic theory and real-life, industry-based research and practice. Defining the primary role of the sports marketer as revenue generation, the book is structured around the three main channels through which this can be achieved - ticket sales, media and sponsorship - and explores key topics such as:
Integrating real industry-generated research into every chapter, the book also includes profiles of leading industry executives and guidance for developing and preparing for a career in sports marketing. It goes further than any other sports marketing textbook in surveying the international sports market, including international cases and detailed profiles of international consumer and business markets throughout. A companion website offers a testbank, slides, web links and other useful features for teaching and learning.
No other textbook offers such a relevant, practice-focused overview of contemporary sports marketing. It is the ideal companion to any sports marketing course.
The ability to use digital marketing techniques successfully is a crucial skill for anyone who wants to advance their career.
Fundamentals of Marketing provides a sound appreciation of the fundamentals of the theory and practice of marketing. Using case studies drawn from a cross section of sectors, in particular the banking, hospitality, retail and public service sectors this textbook critically evaluates the effectiveness of different marketing strategies and approaches. Exploring the principles of marketing this volume engages the reader, not only in theory but also in practice, using a broad range of real-life case studies such as Coca Cola, Apple, FCUK, Virgin, Amazon.com, Barnes and Noble, Dyno Rod and New Zealand wool.
The text analyzes the marketing mix: product development, pricing, promotion (and communications marketing) and place (channels of distribution). It also emphasizes the role of Marketing Information Systems (MIS) using internal reporting, marketing intelligence and marketing research including the contribution from marketing research agencies and reviews the role of technology, e-commerce and the Internet in supporting successful marketing.
Featuring a support website that provides student and lecturer resources, Fundamentals of Marketing conveys the main principles of marketing in a challenging yet accessible manner and provides the reader with insights into the workings of marketing today.
Visit the Companion website at www.routledge.com/textbooks/9780415370974
At last! A guide to web marketing written by a small business owner for small business owners. This jargon-free guide takes the reader step by step through the black art of trying to get websites to the front page of Google. Based on the author's own experience over the last 15 years with various websites for his own business, this guide covers the basics of keyword strategy, optimising page content, linking and using Google to get websites to the first page in Google. You don t have to know anything about designing websites to benefit from this book. If you use external web designers then the information in this book can be used to badger and cajole them into putting many of these ideas into practice. If your web designers are telling you that they are experts in optimising websites to appear on Google, then this book will help you check this from the comfort of your own desk. More importantly, if your competitor s websites are doing better than your own, then this book will help you analyse how they are achieving this and how to use this information to improve your own website. This book is for all those hard working small business owners out there. Use it and make your on-line business prosper.
This book reports and interprets the results of a major research study that investigated the shopping behavior of the mature consumer with regard to the principal types of direct response marketing: catalog shopping, direct mail, media ads, telephone solicitation, direct selling, party-plan selling, and in-home demonstrations. Sponsored by the American Association of Retired Persons (AARP) and the Andrus Foundation, the project represents the most thorough treatment of the older consumer published to date. Marketing managers, direct marketing specialists, and retailers will find here the data they need to make informed decisions and develop appropriate marketing strategies for reaching a growing, and often relatively affluent, segment of the U.S. consumer population. The study was based on an 8-page questionnaire to which more than 2500 subjects nationwide responded and which yielded information on respondents' willingness to purchase from various direct sources, actual purchase behavior, preferences for purchasing from direct sources, likes and dislikes about in-home shopping, and the characteristics that influence purchasing decisions. The authors also compared shopping behaviors and attitudes of older consumers with younger groups and analyzed differences on the basis of demographic and psychological variables. A wide range of practical findings issued from the study, including the fact that many mature consumers associate high pressure sales tactics with in-home shopping and evince a high degree of distrust of direct selling techniques. In the final chapter, the authors present practical recommendations for formulating and maintaining a marketplace offering that is satisfying to the mature shopper. Numerous tables and figures illustrate the statistical conclusions drawn from the study.