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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
The Special Nature of Sport Marketing
Sports Go Global; So Does the Competition
Another Golden Age of Sport?
A Troubled Golden Age
Sport Marketing Defined
Marketing Myopia in Sport
Some Signs of Promise
The Uniqueness of Sport: Product, Market, Finance, and Promotion
The Changing Shape of the Sport Industry
Marketing Management in Sport: An Overview
Sport Strategy is More Than Locker-Room Talk
Implementing a Sport Marketing Program:Strategy and Tactics Equal the Game Plan
The SWOT Analysis
After the SWOT Analysis
Coordinating the Marketing Effort
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
The Role of Research in Sport Marketing
An Information-Based Approach to Marketing Sport
Characteristics of an Ideal Marketing Information System