Sport Marketing

ISBN-10: 0736060529

ISBN-13: 9780736060523

Edition: 3rd 2007 (Revised)

Authors: Stephen Hardy, Bernard J. Mullin, William A. Sutton, David J. Stern

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Description:

This student text provides a foundation of theory and principles for those seeking sports management position. It provides an overview of the reasons and foundations for sport marketing as well as theoretical and research issues, and why market segmentation is important.
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Book details

List price: $89.00
Edition: 3rd
Copyright year: 2007
Publisher: Human Kinetics Publishers
Publication date: 3/20/2007
Binding: Paperback
Pages: 552
Size: 8.75" wide x 11.00" long x 1.50" tall
Weight: 3.850
Language: English

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-�-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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