목차 What Is Sports and Entertainment Marketing? 2(28)
Lesson 1.1 Marketing Basics 4(8)
Lesson 1.2 Sports Marketing 12(5)
Lesson 1.3 Entertainment Marketing 17(13)
Chapter Assessment 24(4)
Case Study/Winning Edge 28(2)
Sports and Entertainment Means Business 30(28)
Lesson 2.1 Sports and Entertainment Economics 32(5)
Lesson 2.2 Risk Management 37(5)
Lesson 2.3 Business Ethics 42(5)
Lesson 2.4 Financial Analysis 47(11)
Chapter Assessment 52(4)
Case Study/Winning Edge 56(2)
The Wide World of Sports and Entertainment 58(32)
Lesson 3.1 Industry Segments 60(6)
Lesson 3.2 Special Marketing Tools 66(7)
Lesson 3.3 Destinations: Travel and Tourism 73(5)
Lesson 3.4 Worldwide Sports and Entertainment Events 78(12)
Chapter Assessment 84(4)
Case Study/Winning Edge 88(2)
Hit a Home Run with Customers 90(30)
Lesson 4.1 The Marketing Concept 92(5)
Lesson 4.2 Discover What People Want 97(6)
Lesson 4.3 Target Markets 103(5)
Lesson 4.4 Customer Service 108(12)
Chapter Assessment 114(4)
Case Study/Winning Edge 118(2)
Marketing-Information Management 120(24)
Lesson 5.1 The Need for Speedy Information 122(4)
Lesson 5.2 The Marketing Research Process 126(7)
Lesson 5.3 Managing the Information 133(11)
Chapter Assessment 138(4)
Case Study/Winning Edge 142(2)
The Marketing Game Plan 144(26)
Lesson 6.1 The Game Plan 146(6)
Lesson 6.2 Entertainment and Sports Strategies 152(6)
Lesson 6.3 Mapping the Plan 158(12)
Chapter Assessment 164(4)
Case Study/Winning Edge 168(2)
The Product Is Sports and Entertainment 170(30)
Lesson 7.1 The Product Mix 172(5)
Lesson 7.2 Recruiting Athletes and Entertainers 177(6)
Lesson 7.3 Customized Entertainment 183(5)
Lesson 7.4 Product Marketing Strategies 188(12)
Chapter Assessment 194(4)
Case Study/Winning Edge 198(2)
Choose the Channel 200(30)
Lesson 8.1 Global Channels of Distribution 202(6)
Lesson 8.2 Sports Distribution 208(6)
Lesson 8.3 Entertainment Distribution 214(5)
Lesson 8.4 Technology and Distribution Media 219(11)
Chapter Assessment 224(4)
Case Study/Winning Edge 228(2)
The Economics of Supply and Demand 230(24)
Lesson 9.1 Supply and Demand 232(5)
Lesson 9.2 Pricing Strategies 237(5)
Lesson 9.3 Market Conditions 242(12)
Chapter Assessment 248(4)
Case Study/Winning Edge 252(2)
Sports and Entertainment Promotion 254(26)
Lesson 10.1 Promoting Sports and Entertainment 256(5)
Lesson 10.2 Advertising and Placement 261(6)
Lesson 10.3 Publicity and Sales Promotions 267(13)
Chapter Assessment 274(4)
Case Study/Winning Edge 278(2)
Promotional Planning 280(26)
Lesson 11.1 Promotional Plans 282(6)
Lesson 11.2 Sponsorships and Endorsements 288(6)
Lesson 11.3 Promotional Events 294(12)
Chapter Assessment 300(4)
Case Study/Winning Edge 304(2)
Selling Sports and Entertainment 306(24)
Lesson 12.1 The Sales Process 308(5)
Lesson 12.2 Ticket Sales 313(6)
Lesson 12.3 Group and Corporate Sales 319(11)
Chapter Assessment 324(4)
Case Study/Winning Edge 328(2)
Sports and Entertainment Legal Issues 330(26)
Lesson 13.1 Laws 332(6)
Lesson 13.2 Labor Unions 338(6)
Lesson 13.3 Agents and Contracts 344(12)
Chapter Assessment 350(4)
Case Study/Winning Edge 354(2)
Creating, Owning, and Operating a Business 356(26)
Lesson 14.1 Entrepreneurship and Business Ownership 358(5)
Lesson 14.2 Managing Human Resources 363(6)
Lesson 14.3 Safety and Security 369(13)
Chapter Assessment 376(4)
Case Study/Winning Edge 380(2)
Scoring a Career 382(26)
Lesson 15.1 Choosing and Preparing for a Career 384(6)
Lesson 15.2 Student Professional Organizations 390(6)
Lesson 15.3 Continued Professional Development 396(12)
Chapter Assessment 402(4)
Case Study/Winning Edge 406(2)
Glossary 408(7)
Index 415
