marketing esportivo

MARKETING ESPORTIVO
Ementa:
Este curso tem por objetivo apresentar/discutir e analisar o contexto histórico do
Marketing Esportivo e seu impacto social/econômico e político sobre o cenário da
gestão esportiva; discutir e analisar as ações de Marketing esportivo – modelos
internacionais e nacionais da gestão profissional do marketing esportivo.
Referências Bibliográficas:
Fundamentos do Marketing Esportivo. Branda G. Pitss & David K. Stollar
Marketing Esportivo. Melissa Johnson e Jane Summers
Marketing Esportivo. Bernard J. Mullin, Sthephen Hardy e William A. Sutton
Sports marketing: an examination of academic marketing publication. JOURNAL OF
SERVICES MARKETING, VOL. 13 N. 6, 1999, pp. 517-534. J. Richard Shannon
From the Locker Room to the Board Room: Changing the Domain of Sport
Management. Journal of Sport Management, 1996, 10, 97-105. Trevor Slack
The Four Domains of Sports Marketing: A Conceptual Framework. Sport Marketing
Quarterly, 2008,17, 90-108. Sam Fullerton and G. Russell Merz
Industry Segmentation Theory and the Sport Industry: Developing a Sport Industry
Segment Model. Brenda G. Pitts, Lawrence W. Fielding, Lori K. Miller
A conceptual approach to classifying sports fans. JOURNAL OF SERVICES
MARKETING, VOL. 13 N. 6, 1999, pp. 439-452. Kenneth A. Hunt, Terry Bristol and R.
Edward Bashaw
Exploring the Old School Concept: Adding Definition to a "New" Market Segmentation
Dimension. Sport Marketing Quarterly, 2004, 13, 73-81. Damon Aiken, Ajay Sukhdial
Professional Sports Leagues - Marketing Mix Mayhem. Rick Burton and Dennis
Howard.
What is the sports product and who buys it? The marketing of professional sports
leagues. European Journal of Marketing, Vol. 33 No. 3/4, 1999, pp. 402-418. Daniel S.
Mason.
Demand For Sport. Oxford Review of Economic Policy. Vol19, No4. Jefferry Borland,
Robert Macdonald
Increasing the Focus on “Place” in the Marketing Mix for Facility Dependent Sport
Services. Sport Management Review, 1999, 2, 1–23. Hans M. Westerbeek, David
Shilbury
Likelihood of Attending a Sporting Event as a Function of Ticket Scarcity and Team
Identification. Sport Marketing Quarterly, 2004,13,209-215. Daniel Wann,Christina
Bayens, Allison Driver.
Promotion Timing in Major League Baeball and the Stacking Effects of Factors That
Increase Game Attractiveness. Volume 12. Number 3. 2003. Sport Marketing Quartely.
Thomaz C. Boyd and Tomothy C. Krehbie.
The impact and effectiveness of advertisements in a sports arena. JOURNAL OF
SERVICES MARKETING, VOL. 14 NO. 4 2000, pp. 323-336. L.W. Turley, J. Richard
Shannon.
More Than Just a Game? Corporate. Social Responsibility and Super Bowl XL.Sport
Martfeting Quarterty, 2006, 15, 214-222. Kathy Babiak, Richard Wolfe.
The Growth in Marketing Alliances between US Professional Sport and Legalised
Gambling Entities: Are We Putting Sport. Consumers at Risk? Sport Management
Review, 2004, 7, 193–210.Stephen M. McKelvey.
An exploratory study of influences on public opinion towards alcohol and tobacco
sponsorship of sporting events. JOURNAL OF SERVICES MARKETING, VOL. 13 N. 6
1999. Stephen R. McDaniel and Daniel S. Mason.
Relationship Marketing in Sports: A Functional Approach. Sport Marketing Quarterly,
2006, 15, 102-110. Colleen C. Bee, Lynn R. Kahle;
Bibliografia Recomendada:
Fleury, Fernando A. (2011). Gestão de Marcas dos clubes de futebol: como o
marketing esportivo potencializa o consumo do torcedor.
Rein, I. J., Kotler, P., & Shields, B. (2006). The elusive fan: Reinventing sports in a
crowded marketplace. New York, NY: McGraw-Hill.
Fullerton, S. (2010). Sport marketing (2nd ed.). New York: McGraw-Hill
McDonald, M. A., & Milne, G. R. (1999). Cases in sport marketing. Boston, MA: Jones
& Bartlett.
Shank, M. B. (2004). Sports marketing: A strategic perspective (3rd ed.). Upper Saddle
River, NJ: Prentice-Hall.
Shilbury, D., Westerbeek, H., Quick, S., & Funk, D. (2009). Strategic sport marketing
(3rd ed.). St. Leonards, N. S. W.: Allen & Unwin.
Smit, Barbara. Invasão de Campo.
Carlin, John. Anjos Brancos.