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Sport Marketing,9780880118774
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Sport Marketing

by
Edition:
2nd
ISBN13:

9780880118774

ISBN10:
0880118776
Format:
Hardcover
Pub. Date:
12/1/1999
Publisher(s):
Human Kinetics
List Price: $65.00
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Summary

The first edition of >Sport Marketing,> published in 1993, was a groundbreaking text in the emerging sport management field. Now, the three internationally recognized experts who helped define the field have updated and expanded their pioneering text. >Sport Marketing, Second Edition,> reflects the latest developments in the industry and contains valuable new information for students as well as practitioners.Authors Mullin, Hardy, and Sutton have not simply borrowed mainstream marketing theory and applied it to sports they have actually built distinct new theory about sport marketing based on their own extensive field experience and research. With this accessible, entertaining text readers will become skilled at--Studying and understanding the market-Developing a marketing strategy-Clarifying a sport organizations needs and goals-Implementing marketing plans through sponsorship, licensing, pricing, promotions, advertising, broadcasting, and salesThe authors illustrate important principles and practices with real-life examples and illustrations. Abundant case studies translate sport marketing professionals experiences into learning scenarios that help readers understand how to apply the core concepts. The book includes chapter objectives and summaries (Wrap-Ups) to guide students through the material.The second edition features four new chapters that address timely and practical topics:--Licensed and branded merchandise-Sales (management and applications)-Electronic media (including information on the use of the Internet for sport marketing)-Legal aspects of sport marketingThe book concludes with a collection of writings by leading sport marketing professionals Jerry Solomon, Shawn Hunter, Jim Kahler, Lesa Ukman, Alan Freidman, Alycen C. McAuley, Harrison S. Campbell, and D. Mitchell Wheeler. These professionals as well as the authors themselves offer their thoughts on future trends in the field.Essential for students and practitioners alike, >Sport Marketing, Second Edition,> integrates and applies broad theory and specific examples to teach readers the fundamental principles of successful sport marketing.

Table of Contents

Foreword vii
Preface ix
Acknowledgments xi
Credits xiii
The Special Nature of Sport Marketing
1(20)
Sports Go Global; So Does the Competition
2(1)
Another Golden Age of Sport?
3(2)
A Troubled Golden Age
5(3)
Sport Marketing Defined
8(1)
Marketing Myopia in Sport
9(2)
Some Signs of Promise
11(1)
The Uniqueness of Sport: Product, Market, Finance, and Promotion
12(4)
The Changing Shape of the Sport Industry
16(4)
Wrap-Up
20(1)
Marketing Management in Sport: An Overview
21(22)
Sport Strategy is More Than Locker-Room Talk
22(2)
Implementing a Sport Marketing Program:Strategy and Tactics Equal the Game Plan
24(2)
The SWOT Analysis
26(7)
After the SWOT Analysis
33(6)
Coordinating the Marketing Effort
39(2)
Wrap-Up
41(2)
Studies of Sport Consumers
43(12)
Types of Sport Consumer Studies
44(5)
Reading Sport Consumer Studies
49(3)
Wrap-Up
52(3)
Perspectives in Sport Consumer Behavior
55(22)
Socialization, Involvement, and Commitment
56(2)
Environmental Factors
58(7)
Individual Factors
65(8)
Decision Making for Sport Involvement
73(2)
Wrap-Up
75(2)
The Role of Research in Sport Marketing
77(24)
An Information-Based Approach to Marketing Sport
79(1)
Characteristics of an Ideal Marketing Information System
80(5)
Data Sources for a Marketing Information System
85(12)
Common Problems in Sport Marketing Research
97(2)
Analyzing Survey Data
99(1)
Wrap-Up
99(2)
Market Segmentation
101(14)
What Is Marketing Segmentation?
102(2)
Four Bases of Segmentation
104(9)
Wrap-Up
113(2)
The Sport Product
115(24)
What Is the Sport Product?
116(1)
The Sport Product: Its Core and Extensions
117(11)
Key Issues: Differentiation, Development, Positioning, Branding
128(9)
Wrap-Up
137(2)
Licensed and Branded Merchandise
139(22)
What Is a Licensed Product?
140(1)
What Makes Licensing Work?
141(2)
Licensed-Product Revenues
143(1)
The Licensing Process
144(3)
Manufacturers
147(1)
Players' Unions
148(2)
Licensing in Individual Professional Sports
150(1)
Collegiate Licensing
150(4)
Retail
154(1)
Current Merchandising Issues and Trends
155(5)
Wrap-Up
160(1)
Pricing Strategies
161(22)
The Basics of Pricing
162(1)
Core Issues
163(3)
Standard Approaches to Pricing
166(7)
Special Factors
173(4)
Writing About Price and Value
177(1)
Remember the Escalator! Pricing, Public Relations, and Promotions
178(3)
Wrap-Up
181(2)
Promotions
183(38)
The Catch-All "P": Promotion
184(1)
Advertising
185(4)
Advertising Mediums for Sport
189(10)
Promotional Concepts and Practices
199(6)
Promotional Components
205(9)
The Ultimate Goal: Moving Consumers Up the Escalator
214(5)
Wrap-Up
219(2)
Sales: Management and Applications
221(32)
Sales Defined
223(6)
Direct Data-Based Sport Marketing
229(1)
Typical Sales Approaches Used in Sport
230(18)
Tips for Effective Implementation
248(3)
Wrap-Up
251(2)
Promoional Licensing and Sponsorship
253(28)
Sponsorship Defined
254(2)
Sponsorship's Place Within the Marketing Mix
256(1)
The Growth of Sponsorship
257(4)
What Does Sport Sponsorship Have to Offer?
261(3)
Corporate Objectives
264(11)
Evaluating and Ensuring Sponsorship Effectiveness
275(1)
Selling the Sponsorship
276(2)
Ethical Issues in Sponsorship
278(1)
Wrap-Up
279(2)
Place or Product Distribution
281(20)
Placing Core Products and Their Extensions
282(1)
Theory of Sport and "Place"
283(1)
The Facility
284(8)
Evaluating Consumer Opinion
292(1)
Marketing Channels
292(6)
The Product-Place Matrix
298(1)
Wrap-Up
299(2)
Electronic Media
301(14)
The Electronic Media Landscape
302(1)
Television
303(5)
Radio
308(3)
Digital Technology
311(2)
Wrap-Up
313(2)
Public Relations
315(26)
Public Relations Defined
317(7)
Public Relations Functions
324(10)
Media Impact Upon Sport Public Relaitons
334(2)
Strategic Planning and Public Relations
336(1)
Integrating Sales, Promotion, Sponsorship Media, and Community Relations
337(2)
Wrap-Up
339(2)
Coordinating and Controlling the Marketing Mix
341(16)
Cross-Impacts Among the Five Ps
342(7)
Controlling the Marketing Function
349(6)
Wrap-Up
355(2)
The Legal Aspects of Sport Marketing
357(20)
What Is Intellectual Property?
358(1)
The Law of Copyright
359(4)
The Lanham Trademark Act
363(8)
Unfair Competition and Unfair Trade Practices
371(1)
The Right of Publicity and Invasion of Privacy
372(1)
Patents
373(2)
Emerging Issues
375(1)
Wrap-Up
375(2)
The Shape of Things to Come
377(14)
Shown Hunter, Chief Operating Officer, Phoenix Coyotes
378(2)
Jim Kahler, Senior Vice President, Cleveland Cavs
380(2)
Jerry Solomon, President, P.S. StarGames
382(1)
Lesa Ukman, International Events Group and the IEG Sponsorship Report
383(2)
Alan Friedman, Founder and Executive Editor, Team marketing Report
385(1)
Alycen C. McAuley, Harrison S. Campbell, and D. Mitchell Wheeler, Marketing Associates International
386(1)
From Our Crystal Ball
387(3)
Wrap-Up
390(1)
Appendix A: Sport Industry Organizations 391(8)
Appendix B: Sample Surveys 399(10)
Endnotes 409(22)
Index 431(10)
About the Authors 441


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