Sport Marketing

by Mullin

• ISBN13: 9780880118774
• ISBN10: 0880118776
• Edition: 2nd
• Format: Hardcover
• Copyright: 1999-12-01
• Publisher: Human Kinetics

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