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Sport Marketing, Third Edition, is also available as an e-book. The e-book is available at a reduced price and allows readers to highlight and take notes throughout the text. When purchased through the Human Kinetics site, access to the e-book is immediately granted when the order is received.
Sport Marketing, Third Edition, the latest version of the leading sport marketing text, directs students to a better understanding of the theoretical backbone that makes sport marketing such a unique and vibrant subject to study. The text has been thoroughly updated with a comprehensive ancillary package, new examples and perspectives from the field, and the latest information about marketing in the burgeoning sport industry.
Using real-world examples and an engaging writing style, the distinguished authors provide valuable new material about key areas in sport marketing that prepares students for careers in the industry. The following are updates to the new edition:
Foreword written by David J. Stern, Commissioner of the National Basketball Association
A new chapter on branding and how to apply it in a sport context, including examples of successful efforts
A greatly expanded chapter on research in sport marketing, recognizing recent and significant technological developments that allow sport marketers to reach consumers
An updated final chapter containing opinions from industry insiders about what sport marketers can expect in the years ahead
The highly respected authors have long been recognized for their ability to define this exciting field, and they continue to engage readers by providing several updated references and real-life examples. These elements not only make the material more interesting for students to read but also allow them to easily translate concepts presented in the text into situations they will encounter in the working world.
The text incorporates all areas of marketing into an exciting and sport-specific context. Students will learn how to build a sport marketing plan, study the behaviors of sport consumers, and gain an understanding of market segmentation and pricing. The text also includes extensive information on promotion, sales, distribution, and public relations in sport. After reading this book, students will be able to apply the concepts of marketing to the distinct sport enterprise.
This new edition is complemented by a large and complete package of ancillary materials that will enhance the presentation of the material and provide a richer learning experience for students. A new instructor guide, test package, and PowerPoint presentation package are offered through a convenient product-specific Web site at www.HumanKinetics.com/SportMarketing.
Even though this text is written primarily for students, the authors go beyond theory to stress real-world applications, providing a wonderful reference for professionals and a useful guide that allows practitioners to apply key concepts to the work they do every day.
This text will help students and others interested in marketing products in the expansive field of sport to understand the foundations of sport marketing and how to use marketing effectively. Most important, they’ll learn how to incorporate these fundamentals into their own workplace.
Foreword by David J. Stern, Commissioner of the National Basketball Association
Chapter 1. The Special Nature of Sport Marketing
Global Marketing Strategy
The Competitive Marketplace
Sport Marketing Defined
Marketing Myopia in Sport
The Slowly Growing Sport Marketing Profession
The Uniqueness of Sport Marketing
A Model of the Sport Industry
Consolidation in the Sport Industry
Chapter 2. Strategic Marketing Management
Sport Strategy Is More Than Locker Room Talk
Implementing a Sport Marketing Program
Strategic Step 1: Visualize and Position the Organization Vis-à-Vis the Market
Strategic Step 2: Clarify Your Goals and Objectives
Strategic Step 3: Develop a Marketing Plan
Strategic Step 4: Integrate the Marketing Plan Into a Broader, Strategic Allocation of Resources That Ensure Success
Strategic Step 5: Control and Evaluate the Plan's Implementation
Chapter 3. Studies of Sport Consumers
Types of Sport Consumer Studies
Reading Sport Consumer Studies
Chapter 4. Perspectives in Sport Consumer Behavior
Socialization, Involvement, and Commitment
Decision Making for Sport Involvement
Chapter 5. Data-Based Marketing and the Role of Research in Sport Marketing
An Integrated Data-Based Approach to Marketing Sport
Characteristics of an Ideal Data-Based Marketing System
Customer Relationship Management (CRM) Systems
Building the DBM System
Role of Market Research
Data Sources for an Effective Data-Based Marketing System
Types of Primary Market Research Used in Sport
Common Problems in Sport Marketing Research
Chapter 6. Market Segmentation
What Is Market Segmentation?
Four Bases of Segmentation
Integrated Segmentation Strategies and Tactics
Chapter 7. The Sport Product
What Is the Sport Product?
The Sport Product: Its Core and Extensions
Key Issues in Sport Product Strategy
Chapter 8. Managing Sport Brands
Importance of Brand Equity
Benefits of Brand Equity
How Brand Equity Is Developed
Chapter 9. Licensed and Branded Merchandise
What Are Licensing and Branding?
A History of Licensed Products
Current Issues and Trends in Licensing and Branding
Chapter 10. Pricing Strategies
The Basics of Pricing
Standard Approaches to Pricing
Special Pricing Factors
Writing About Price and Value
Chapter 11. Promotions
The Catchall P: Promotion
Advertising Media for Sport
Promotional Concepts and Practices
The Ultimate Goal: Moving Consumers up the Escalator
Putting it All Together—An Integrated Promotional Model
Chapter 12. Sales
Direct Data-Based Sport Marketing
Typical Sales Approaches Used in Sport
Tips for Effective Implementation
Chapter 13. Promotional Licensing and Sponsorship
Sponsorship’s Place Within the Marketing Mix
The Growth of Sponsorship
What Does Sport Sponsorship Have to Offer?
Evaluating and Ensuring Sponsorship Effectiveness
Selling the Sponsorship
Ethical Issues in Sponsorship
Chapter 14. Place or Product Distribution
Placing Core Products and Their Extensions
Theory of Sport and "Place"
Evaluating Consumer Opinion
The Product-Place Matrix
Chapter 15. Electronic Media
The Electronic Media Landscape
It's Not Just Play-by-Play
The Digital Future
Chapter 16. Public Relations
Public Relations Defined
Public Relations Functions
Media Impact on Sport Public Relations
Strategic Planning and Public Relations
Integrating Sales, Promotion, Sponsorship, Media, and Community Relations
Chapter 17. Coordinating and Controlling the Marketing Mix
Cross-Impacts Among the Five Ps
Controlling the Marketing Function
Chapter 18. The Legal Aspects of Sport Marketing
What Is Intellectual Property?
Trademarks and the Internet
Unfair Competition and Unfair Trade Practices
Copyright Law and Sport Marketing
Right of Publicity and Invasion of Privacy
Chapter 19. The Shape of Things to Come
Looking Ahead to 2011: A Sports Business Odyssey
Looking Back for Inspiration but Looking Forward for Disruption
My Fearless Predictions for the Next Five Years in Sport Sponsorship
The Future of Team Sport Business
Sport Industry Jobs in the Next Five Years
From Our Crystal Ball
From Our Crystal Ball Redux: By the Year 2012
Appendix A Sport Industry Organizations Appendix B Sample Surveys
About the Authors
Undergraduate and graduate students who need a comprehensive understanding of the principles and practices of sport marketing. Also practitioners who want a handy reference, particularly in the areas of sales, promotional planning, and market research.
Bernard J. Mullin, PhD, is currently president and chief executive officer of Atlanta Spirit, LLC. In this role he is in charge of guiding all facets of the Spirit's operations, including overseeing all team and business operations for the NBA's Hawks and NHL's Thrashers and management of the world-class Philips Arena.
Mullin has nearly 30 years of experience in the sport management industry, involving executive positions with professional teams and leagues where he specializes in start-ups and turnarounds, breaking numerous all-time league ticket sales and attendance records. Before coming to Atlanta, Mullin served as the NBA’s senior vice president of marketing and team business operations. Mullin has also served as president and general manager of a minor league hockey team, the IHL’s Denver Grizzlies; senior vice president of business operations for the Colorado Rockies; and senior vice president of business for the Pittsburgh Pirates. He has also acted as the owner’s representative on major design and construction projects, including Coors Field and University of Denver’s award-winning athletic facilities.
Before and during his career in professional sports, Mullin spent several years in intercollegiate athletics and higher education. He served as vice chancellor of athletics for the University of Denver and as professor of sport management at the University of Massachusetts.
Mullin holds a PhD in business, an MBA, and an MS in marketing from the University of Kansas, where he coached the varsity soccer program, and a BA business studies from CoventryUniversity in England, where he played soccer semiprofessionally for the Oxford City Football Club.
Stephen Hardy, PhD, is professor of kinesiology and coordinator of the sport studies program at the University of New Hampshire, where he is also an affiliate professor of history. At UNH since 1988, he serves as faculty representative to the NCAA and chairs the president’s Athletics Advisory Committee. In 2003-2004, he served as interim vice provost for undergraduate studies.
Hardy has also taught at the University of Massachusetts (where he earned his PhD), the University of Washington, RobertMorrisCollege, and CarnegieMellonUniversity. Over three decades, he has taught courses in sport marketing, athletic administration, and sport history, as well as a popular introduction to the sport industry. Besides Sport Marketing, his publications include How Boston Played (1982, 2003) and numerous articles, book chapters, and reviews in academic presses. His reviews and opinions have also appeared in popular outlets such as the Boston Globe, the New York Times, and the Sports Business Journal. From 1995 to 1999, he was coeditor of the Sport Marketing Quarterly. In 1997, he was elected a fellow of the AmericanAcademy of Kinesiology and Physical Education. In May 2001, he won the Lifetime Research Award from UNH’s School of Health and Human Services.
Hardy has extensive experience in college athletics. He played hockey for Bowdoin in the late 1960s and cocaptained the 1969-70 team with his twin brother, Earl. After coaching stints at VermontAcademy and AmherstCollege, he joined the Eastern College Athletic Conference in 1976, where he served as assistant commissioner and hockey supervisor until 1979. During this time, he supervised collegiate championships in venues such as the BostonGarden and MadisonSquareGarden, and he worked closely with the NCAA Ice Hockey Committee and its affiliated championships. He served on the board of directors of the America East Athletic Conference from 2000 to 2002. In 2003, he was selected by the Hockey East Association as one of 20 special friends to celebrate the league’s 20th anniversary.
William A. Sutton, EdD, currently serves as a professor and associate department head for the DeVos Sport Business Management graduate program at the University of Central Florida. In addition to his duties at UCF, Dr. Sutton is the founder and principal of Bill Sutton & Associates, a consulting firm specializing in strategic marketing and revenue enhancement. Before assuming his current positions, Dr. Sutton served as vice president of team marketing and business operations for the National Basketball Association and has held academic appointments at Robert Morris University, Ohio State University, and the University of Massachusetts at Amherst.
In addition to Sport Marketing, Dr. Sutton is a coauthor of Sport Promotion and Sales Management. He has also authored more than 100 articles and has made more than 100 national and international presentations. Dr. Sutton is a past president of NASSM and a founding member of the Sport Marketing Association (SMA) and Sport Marketing Quarterly, where he has also served as coeditor. Dr. Sutton is a featured author for Street and Smith’s Sports Business Journal (SBJ) and for the basketball strategy and business magazines Basketball Gigante and FIBA Assist published in Italy.
Dr. Sutton’s professional experience includes service as a special events coordinator for the City of Pittsburgh, a YMCA director, vice president of information services for an international sport marketing firm, commissioner of the Mid-Ohio Conference, and cofounder and principal of the consulting firm Audience Analysts. Dr. Sutton received his BA, MS, and EdD from OklahomaStateUniversity, where he was inducted into the College of Education Hall of Fame in 2003. Dr. Sutton is also an inaugural member of the Robert Morris University Sport Management Hall of Fame (2006).
Instructor Guide. Specifically developed for instructors of Sport Marketing, Third Edition, the instructor guide includes a sample student syllabus, student assignments, and a chapter-by-chapter course outline.
Test Package. Created with Respondus 2.0, the test package includes approximately 300 true-or-false, fill-in-the-blank, multiple-choice, and essay questions. With Respondus, instructors can create versions of their own tests by selecting from the question pool; select their own test forms and save them for later editing or printing; and export the tests into a word-processing program.
Presentation Package. The presentation package for Sport Marketing, Third Edition, includes over 300 PowerPoint text and illustration slides that instructors can use for class discussion and demonstration.
The slides in the presentation package can be used directly in PowerPoint or be printed to make transparencies or handouts for distribution to students. Instructors can easily add, modify, and rearrange the order of the slides as well as search for images based on key words.
The presentation package is also available for purchase • ISBN 978-0-7360-6531-3