Contents for SMQ Issue 8:1
| Book Review 8-1 Authors: Simon P. Attle (Reviewer) |
| Abstract: Guerrilla Marketing Online 2nd Edition: The Entreprenuer’s Guide to Earning Profits on the Internet Jay Conrad Levinson Charles Rubin |
| Book Review 2, 8-1 Authors: Bill Connolly |
| Abstract: STEE-RIKE FOUR ! What’s Wrong with the Business of Baseball? The Bu$ine$$ of Ba$eball: A Primer Daniel R. Marburger |
| Examining the Importance of Brand Equity in Professional Sport Authors: James M. Gladden, George R. Milne |
| Abstract: Marketing literature is replete with research (both academic and applied) that furthers the understanding of brand equity as a tool for guiding strategic marketing decisions. Brand equity can also be a vitally important tool for sport managers. |
| Journal Update: January-March, 1998 Authors: Dan Covell |
| Abstract: This column is designed to provide sport marketing academicians and practioners with brief descriptions of professionally relevant articles culled from a broad range of publications. Articles are arranged by subject matter, and listed alphabetically by author. Information regarding subscriptions and the acquiaition of back issues can be found at the end of the column. |
| SMQ PROfile 8-1 Authors: SMQ Editor |
| Abstract: John Moore Sydney Organizing Committee for the Olympic Games Sydney 2000-Managing the Olympic Story |
| Objectives and Evaluation Processes Utilized by Sponsors of the 1996 Olympic Games Authors: Stefan Ludwig, James D. Karabetsos |
| Abstract: Corporate sponsorships of sports, arts, and cultural events have gained acceptance in recent years. An increasing percentage of the total marketing budget flows into this promotion tool. In particular, the Olympic Games has attracted major international corporations spending an enormous amount of money to be associated with this event. The purpose of this study is threefold. First, it investigates the goals and objectives of the 10 worldwide sponsors (TOP) and the 10 Centenial Olympic Games Partners to become sponsors of the 1996 Centenial Olympic Games in Atlanta, Georgia. Second and mainly, the study looks at the means by which these organizations evaluate the success and effectiveness of their sponsorship. Finally, the impact of ambush marketing on the evaluation process is addressed. |
| The State Tobacco Sponsorship in Sport Authors: Douglas M. Turco |
| Abstract: Since 1971, when tobacco products were excluded from U.S. television advertising and limited to advertising in print, the tobacco industry has been increasingly involved in sport sponsorship. In 1997, a landmark settlement was reached with attorneys gene |
| The World Wide Web as an Advertising Medium for Sports Facilities: An Analysis of Current Use Authors: Roberta L. Smith, Andrea K. Pent, Brenda G. Pitts |
| Abstract: Sport Facility web site publishers world wide web sports facilities stadium web site chat rooms |
