advanced theory and practice in sport marketing - Marshalls University

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ADVANCED THEORY AND PRACTICE IN SPORT MARKETING
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Page 4 and 5: ADVANCED THEORY AND PRACTICE IN SPO
Page 6 and 7: ACKNOWLEDGMENTS, DEDICATIONS, AND E
Page 8 and 9: CONTENTS Preface xiii Pedagogical F
Page 10 and 11: The Sport Buying Process 161 The Sp
Page 12 and 13: PART VI THE FUTURE OF SPORT MARKETI
Page 14 and 15: PREFACE The field of sport marketin
Page 16 and 17: the various types of sport consumer
Page 18 and 19: E-BUSINESS AND E-COMMERCE The reade
Page 20 and 21: PEDAGOGICAL FEATURES Advanced Theor
Page 22 and 23: CRITICAL THINKING One of the most i
Page 24 and 25: SUPPLEMENTS Advanced Theory and Pra
Page 26 and 27: ABOUT THE AUTHORS DR. ERIC C. SCHWA
Page 28 and 29: I SPORT MARKETING: THE BASICS
Page 30 and 31: 1 INTRODUCTION TO SPORT MARKETING C
Page 32 and 33: profit by providing products and se
Page 34 and 35: Product usage by consumers deals wi
Page 36 and 37: the marketing concept. Delivery is
Page 38 and 39: the post-sale services (warranties,
Page 40 and 41: INTRODUCTION TO ETHICAL DECISION MA
Page 42 and 43: FROM THEORY TO PRACTICE Frank Supov
Page 44 and 45: 2 MANAGING THE SPORT MARKETING MIX
Page 46 and 47: intangible in nature. At the same t
Page 48 and 49: Most of the Marketing Effort Is Not
Page 50 and 51: - Would the introduction of a broad
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Nonconsumers A nonconsumer is an in
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2. Intangible support services incl
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competition. In addition, pricing i
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MOUNTAIN DEW AND THE X GAMES - Cont
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elaborated upon in the chapter, as
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FROM THEORY TO PRACTICE - Continued
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II UNDERSTANDING THE SPORT CONSUMER
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3 SPORT MARKETING RESEARCH CHAPTER
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on within the targeted market, and
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Establishing Sport Marketing Resear
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Descriptive Research Descriptive re
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esponses to the questions. The focu
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Determining Methods for Collecting
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methods because while not as widely
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SUPER BOWL MARKET RESEARCH - Contin
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esearch, the zero point may be an a
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Once all the questions are created,
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Pre-testing and Revisions After the
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Referral sampling is where the resp
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luxury suite owners) will view sati
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SPORT MARKETING POTENTIAL IN CHINA
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■ EPM Communications, Inc. www.ep
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format for the questions is chosen,
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WHAT IS A SPORT MARKETING INFORMATI
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Organizational Area Information to
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information and translates purchase
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External Area Information to be Pro
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organization will look to how to be
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ETHICS IN SPORT INFORMATION SYSTEMS
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external environment that affects t
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5 SPORT CONSUMER BEHAVIOR CHAPTER O
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consumer wants to be (ideal self),
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In this respect, the sport marketer
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How the Attitudes of the Sport Cons
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The Perceptions Developed by Sport
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standpoint, there are a number of e
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International and Global Interactio
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CONSUMER BEHAVIOR AND ETHICS: GOOD
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CONSUMER BEHAVIOR AND ETHICS: GOOD
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satisfy their needs. As with the sp
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■ Example - The GM comes to you t
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Extensive problem solving is the ot
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The Decision Making Process As the
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at sport products. The evoked set i
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GLOBAL CONSUMER BEHAVIOR: CONSUMER
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GLOBAL CONSUMER BEHAVIOR: CONSUMER
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Viral Marketing However, specifical
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The Diffusion Process The diffusion
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product in an average amount of tim
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pass through when making a decision
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III SPORT MARKETING LOGISTICS
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6 SPORT PRODUCT MANAGEMENT CHAPTER
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Intangible Sport Products and Servi
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delivery, promotion, and publicity
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ETHICS SURROUNDING THE MARKETING OF
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Sales and profit level 0 Developmen
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development of a sport product or s
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GLOBAL PRODUCT MANAGEMENT: THE RISE
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GLOBAL PRODUCT MANAGEMENT: THE RISE
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licenses instead of paying. Example
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EXAMPLES OF MARKS USED BY SPORT ORG
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7SALES MANAGEMENT IN SPORT CHAPTER
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a purchase, the most efficient meth
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questions provides the sport consum
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Regardless of the quota, it is impo
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Prospecting for Customers Prospecti
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the attitude when approaching the s
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■ Have a positive attitude and tr
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day of the event. The remaining tic
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SELLING COLLEGE ATHLETICS OR USING
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The sport sales organization is mad
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■ Understand the steps in the pur
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Partnership sourcing is more prefer
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a 10-year tenure was established to
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would have fewer empty shelves if t
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the transportation industry’s pro
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a start, Adidas is closely linking
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For example, if a company wants to
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numbers telling retailers about the
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RFID: RETAILER DREAM OR ETHICAL NIG
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IV PROMOTIONAL ASPECTS OF SPORT MAR
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9 COMMUNICATION MANAGEMENT IN SPORT
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THE COMMUNICATION PROCESS Communica
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■ Message structure: Developing a
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MULLET NIGHT - Continued ■ They w
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Advertising Advertising is one of t
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■ Include quotes or research from
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Community Relations Community relat
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of 100. The season ticket holder ha
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Direct promotional strategy involve
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planning allows the sport organizat
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10 SPORT ADVERTISING CHAPTER OUTLIN
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the actions of direct and indirect
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alliance, Manchester United explore
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of things. Advertising has been doi
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that adequate consumer protection f
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ETHICS IN ADVERTISING - SHOCK TREAT
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campaign centered on the slogan “
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SPORT ADVERTISING AND CONSUMER BEHA
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Support media is the use of non-tra
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11 SPORT SPONSORSHIP CHAPTER OUTLIN
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conducted forever. The 1984 Olympic
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Sport Governing Body Sponsorship Sp
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of the cheerleading and dance team,
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involves a broadcasting rights cont
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One benefit of the sport organizati
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to purchase these products for the
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AMBUSH MARKETING IN AUSTRALIA - Con
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increasing target market awareness
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SPORT SPONSORSHIP ETHICS: TOBACCO,
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■ Establish whether the potential
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■ The ability of the relationship
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Presentation, Modification, and Clo
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Many of the qualitative and quantit
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CONCEPTS IN SPORT MARKETING VSPECIA
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12 SPORT RETAIL MANAGEMENT CHAPTER
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consumers, while focusing on its ar
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in most cases sport consumers will
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understand the products they are se
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Service retailing in the United Sta
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may include reaching a specific lev
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Additionally, from the corporate le
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ETHICS IN SPORT RETAIL MANAGEMENT:
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the increase costs affect the botto
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a few lines of sneakers. To stay af
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The first step to choosing a locati
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■ Setting prices and marking merc
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Throughout this implementation proc
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Classification units for sport merc
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point where profit is ultimately in
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open display allows the sport consu
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13 SPORT E-BUSINESS AND E-COMMERCE
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capabilities that help sport entiti
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a basic uniform or trophy and custo
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The Internet is the collection of c
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Presentation Presentation involves
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ETHICS IN E-BUSINESS: SUSTAINABLE K
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SPORT E-BUSINESS AND E-COMMERCE IN
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Sport Business Development As with
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websites. Customization is the abil
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DIRECT SPORT MARKETING VIA E-COMMER
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The most basic of metrics used is t
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through a combination of horizontal
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The reader will be able to: CHAPTER
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in international sport marketing wi
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Understanding and Assessing Culture
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that is true or not, business and p
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There are a number of telltale sign
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INTERNATIONAL AND GLOBAL SPORT MARK
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■ International and global grassr
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THE EFFECT OF THE INTERNATIONAL AND
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events of soccer clubs and national
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In turn, the Yankees are pushing th
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The advances in technology have ser
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ETHICS IN GLOBAL MARKETING: MORAL C
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ETHICS IN GLOBAL MARKETING: MORAL C
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FROM THEORY TO PRACTICE Excerpt fro
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VI THE FUTURE OF SPORT MARKETING
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15 ENTERPRISE SPORT MARKETING MANAG
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Marketers often fail in three key c
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The objectives of SCRM include the
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THE FUTURE OF GLOBAL SPORT MARKETIN
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THE FUTURE OF GLOBAL SPORT MARKETIN
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sport, it can be viewed as either a
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ehaviors to the group. Examples of
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sports, prefer the individuality an
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out a project are often correctable
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You may pay lip service or false ho
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BIBLIOGRAPHY CHAPTER 1: INTRODUCTIO
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Vriens, M. (2003). Strategic resear
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Henry, P. C. (2005). Social class,
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Lehmann, D. R. and R. S. Winer (200
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Bhonslay, M. (2004). Looming ahead:
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Brown, M. T. and A. Kreutzer (2002)
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d’Astous, A. and K. Chnaoui (2002
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Gladden, J. M. and R. Wolfe (2001).
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Neilsen Business Media Retail top 1
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Schouten, J. and J. H. McAlexander
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GLOSSARY Accounting Information Sys
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Behavioral Incentives: Inducements
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Competitive Set: The process of det
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Demographics: The categories of tra
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Fixed Costs: These costs are define
Page 442 and 443:
Internal Development: The first sta
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Market Potential: The process of es
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consumer must first be induced to e
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Processing Power: The amount of inf
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Sales Force: The individuals respon
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all-inclusive term covering all asp
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Supply Chain Management: The proces
Page 456 and 457:
A ABC (American Broadcasting Compan
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Buying process, in sport sales orga
Page 460 and 461:
Decision support system (DSS), 75,
Page 462 and 463:
Horizontal price fixing, 300 Human
Page 464 and 465:
Merchandise management financial in
Page 466 and 467:
children and adolescents, in market
Page 468 and 469:
organizational skills, 159 time man
Page 470:
SWOT analysis, 9, 10, 14, 82 System
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