Sport Marketing - 3rd Edition

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  • Edition: 3rd
  • Format: Hardcover
  • Copyright: 2007-04-01
  • Publisher: Human Kinetics
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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
Environmental Factors
Individual Factors
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
Market Segmentation
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
Industry Structure
Current Issues and Trends in Licensing and Branding
Pricing Strategies
The Basics of Pricing
Core Issues
Standard Approaches to Pricing
Special Pricing Factors
Writing About Price and Value
The Catchall P: Promotion
Advertising Media for Sport
Promotional Concepts and Practices
Promotional Components
The Ultimate Goal: Moving Consumers up the Escalator
Putting it All Together-An Integrated Promotional Model
Sales Defined
Direct Data-Based Sport Marketing
Typical Sales Approaches Used in Sport
Tips for Effective Implementation
Promotional Licensing and Sponsorship
Sponsorship Defined
Sponsorship's Place Within the Marketing Mix
The Growth of Sponsorship
What Does Sport Sponsorship Have to Offer?
Corporate Objectives
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"
The Facility
Evaluating Consumer Opinion
Marketing Channels
The Product-Place Matrix
Electronic Media
The Electronic Media Landscape
It's Not Just Play-by-Play
The Digital Future
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
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?
Trademark Infringement
Trademarks and the Internet
Unfair Competition and Unfair Trade Practices
Copyright Law and Sport Marketing
Right of Publicity and Invasion of Privacy
Emerging Issues
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
Sample Surveys
About the Authors
Table of Contents provided by Publisher. All Rights Reserved.

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