Sport Marketing - 3rd Edition

by Mullin, Bernard

• ISBN13: 9780736060523
• ISBN10: 0736060529
• Edition: 3rd
• Format: Hardcover
• Copyright: 2007-04-01
• Publisher: Human Kinetics

Summary

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

Foreword

Preface

Acknowledgments

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-à -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

Promotions

The Catchall P: Promotion

Advertising

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

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

Patents

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

Endnotes

Index

About the Authors

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