This week, i present the award to the recently published book of Richard Irwin, William Sutton and Larry McCarthy - Sport Promotion and Sales Management, 2nd Edition.
Human Kinetics new best selling book will give students a great preparation for careers in the industry, and professionals will learn best practices from ticketing to sponsorship, preparing a sales force, retaininig and upselling existing products to customers, use sponsorships as a sales incentive and service and activate sponsorships. This book features new topics:
§ Two new chapters on sport sponsorship that include negotiation, nurture, and activation sponsorship.
§ 9-step “eduselling” process – sales model (William A. Sutton) that will help readers increase product utilization and satisfaction by teaching how to use tickets and sponsorships to achieve business objectives
§ roles of sales and sponsorship as integral parts of developing a successful sport business
§ technology chapter - e-commerce and technological innovations
