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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.
Table of Contents
|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|
|Strategic Marketing Management|
|Sport Strategy Is More Than Locker Room Talk|
|Implementing a Sport Marketing Program|
|Visualize and Position the Organization Vis-ра-Vis the Market|
|Clarify Your Goals and Objectives|
|Develop a Marketing Plan|
|Integrate the Marketing Plan Into a Broader, Strategic Allocation of Resources That Ensure Success|
|Control and Evaluate the Plan's Implementation|
|Studies of Sport Consumers|
|Types of Sport Consumer Studies|
|Reading Sport Consumer Studies|
|Perspectives in Sport Consumer Behavior|
|Socialization, Involvement, and Commitment|
|Decision Making for Sport Involvement|
|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|
|What Is Market Segmentation?|
|Four Bases of Segmentation|
|Integrated Segmentation Strategies and Tactics|
|The Sport Product|
|What Is the Sport Product?|
|The Sport Product: Its Core and Extensions|
|Key Issues in Sport Product Strategy|
|Managing Sport Brands|
|Importance of Brand Equity|
|Benefits of Brand Equity|
|How Brand Equity Is Developed|
|Licensed and Branded Merchandise|
|What Are Licensing and Branding?|
|A History of Licensed Products|
|Current Issues and Trends in Licensing and Branding|
|The Basics of Pricing|
|Standard Approaches to Pricing|
|Special Pricing Factors|
|Writing About Price and Value|
|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|
|Direct Data-Based Sport Marketing|
|Typical Sales Approaches Used in Sport|
|Tips for Effective Implementation|
|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|
|Place or Product Distribution|
|Placing Core Products and Their Extensions|
|Theory of Sport and "Place"|
|Evaluating Consumer Opinion|
|The Product-Place Matrix|
|The Electronic Media Landscape|
|It's Not Just Play-by-Play|
|The Digital Future|
|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|
|Coordinating and Controlling the Marketing Mix|
|Cross-Impacts Among the Five Ps|
|Controlling the Marketing Function|
|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|
|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|
|Sport Industry Organizations|
|About the Authors|
|Table of Contents provided by Publisher. All Rights Reserved.|