Fullerton, Sam. <br/><br/>
Sports marketing / 
Sam Fullerton. 
 - Boston :  McGraw-Hill/Irwin,  c2007. 
 - xvi, 480 p. :  ill. ;  27 cm. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>Introduction to sports marketing -- Marketing through sports -- Introduction to sponsorship -- Sponsorship objectives and components -- The sponsorship commitment: resources and duration -- Ambush marketing -- Leveraging -- Developing and selling the sponsorship proposal -- Pre-event evaluation -- Postevent evaluation -- Sponsorship foundation and failure -- Endorsements -- Venue naming rights -- Licensing -- Segmentation of the sports market -- Product decisions in sports marketing -- Distribution decisions in sports marketing -- Pricing decisions in sports marketing -- Developing a promotional strategy for the marketing of sports products -- Relationship marketing in the business of sports -- The role of the technology in sports marketing -- Controversial issues in sports marketing. 
<br/><br/><label>ISBN: </label>007312821X (alk. paper) 9780073128214 (alk. paper) 
<br/><br/><label>LCCN: </label>2006014467 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Sports--Marketing.
<br/><br/><label>Dewey Class. No.: </label>796.06/98