Sport Marketing Sport Policy Marketing Sport Management
Acknowledgements
ix
Preface
xi
About the Authors
xiii
The Case Method: Theory and Practice
1
(40)
An Inroduction to the Case Method
3
(8)
A Framework for Case Analysis
11
(16)
Analytical Tools for Case Analysis
27
(14)
Cases
41
(298)
Example Case and Analysis
43
(20)
George R.Milne
Mark A. McDonald
Reebok(A)
63
(24)
Andy Rohm
Reebok (B): The Reebok Running Category
87
(16)
Andy Rohm
Avid Sports
103
(18)
Mark A. McDonald
George R. Milne
Smugglers' Notch Resort
121
(32)
Rod Warnick
Poier 39 Licenced Products Stores
153
(26)
Susan C.Milne
Ronald P. Courtney
Salt Lake City 2002 Winter Olympic Games---The Prevention of Ambush Marketing
179
(16)
Jay Gladden
David Shani
B3:The Bikes, Blades and Boards Tour
195
(14)
Dan Covell
The Ladies Professional Golf Association (LPGA)
209
(20)
Mark A.McDonald
George R. Milne
The LPGA Fan Village
229
(16)
Willam A. Sutton
Cindy Davis
The Ouray Case
245
(14)
Suzanne Lainson
Xerox and the Asian Winter Games
259
(22)
David K. Stotlar
The Creation and Maintenance of Brand Equity---The Case of University of Massachusetts Basketball
281
(24)
Jay Gladden
Glenn M. Wong
Miami University---The Redskins Name Controversy
305
(1)
Thomas C. Boyd
David W. Rosenthal
Miami University---The Creation and Transfer of Brand Equity
305
(24)
Thomas C. Boyd
David W. Rosenthal
Race for the Cure
329
(10)
T. Bettina Cornwell
Donald P. Roy
Sport Marketing Theory
339
Review of Sport Marketing for Case Analysis
341
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