| Description |
x, 233 pages : illustrations ; 28 cm |
| Note |
Proceedings of conference held Nov. 13-15, 2003 at the Univ. of Florida. |
| Bibliography |
Includes bibliographical references. |
| Contents |
A word from the Sport Marketing Association president / Richard Irwin -- PART I. BUILDING BRAND: SPORT MARKETING EXPANSION STRATEGIES -- A new brand world for sports teams / André Richelieu -- Behind more luxury suites in new NFL stadiums: increasing potential non-shared revenue for NFL franchises / Daryl Wirakartakusumah, Soonhwan Lee -- PART II. SPORT MARKETING AND THE INTERNET -- Marketing on the web: collegiate athletic sites / Steven McClung, Robin Hardin, Michael J. Mondello -- Sport marketing on Fortune Global 500 websites / Larry G. Neale, Arno Scharl, Jamie Murphy -- PART III. SPONSORSHIP AND SPORT MARKETING -- Impact of fan identification on consumer response to sponsorships / Vassilis Dalakas, Gregory M. Rose -- Total sponsorship value and achieving sponsorship objectives: the case of selected running road races in the United States / James Zarick, James Grant, Kathryn Dobie -- Banking on the pink dollar: sponsorship awareness and the gay games / Brenda G. Pitts -- Negotiation philosophy for corporate sponsorship of sports properties / John A. Fortunato, Angela Elizabeth Dunnam -- PART IV. CONSUMER BEHAVIOR, EMERGING MARKETS, AND SPORT MARKETING -- Tapping the market of golfers with disabilities / Larry Allen ... [et al.] -- Beyond valence: the use of contemporary attitude theory to examine the predictive ability of attitudinal measures in professional team sport / Dan Funk, Mark Pritchard -- Culture and other merket demand variables: an exploration with professional baseball in the USA and Taiwan / Chia-ying (Doris) Lu, Brenda G. Pitts -- Sport consumption: exploring the duality of constructs in experiential research / Melissa Johnson Morgan, Jane Summers -- Membership retention within the sporting industry: factors affecting relationship dissolution / Larry G. Neale, Troy Georgiu, Sharon Purchase -- A crossnational analysis of sport consumption / Jane Summers, Melissa Johnson Morgan -- Spectator satisfaction with the support programs of professional basketball games / James J. Zhang ... [et al.]. |
| Subject |
Sports -- Marketing -- Congresses.
|
|
Sports -- Marketing. |
|
Sports -- United States -- Marketing -- Congresses.
|
|
Sports. |
|
United States. |
|
Marketing. |
| Genre/Form |
Conference papers and proceedings.
|
|
Conference papers and proceedings.
|
| Added Author |
Pitts, Brenda G.
|
| ISBN |
1885693524 |
|
