Book description
Now in a fully revised and updated 5th edition, Sports Marketing: A Strategic Perspective is the most authoritative, comprehensive and engaging introduction to sports marketing currently available. It is the only introductory textbook to adopt a strategic approach, explaining clearly how every element of the marketing process should be designed and managed, from goal-setting and planning to implementation and control.
Covering all the key topics in the sports marketing curriculum, including consumer behavior, market research, promotions, products, pricing, sponsorship, business ethics, technology and e-marketing, the book introduces core theory and concepts, explains best practice, and surveys the rapidly-changing, international sports business environment. Every chapter contains extensive real-world case studies and biographies of key industry figures and challenging review exercises which encourage the reader to reflect critically on their own knowledge and professional practice. The book’s companion website offers additional resources for instructors and students, including an instructors' guide, test bank, presentation slides and useful weblinks.
Sports Marketing: A Strategic Perspective is an essential foundation for any sports marketing or sports business course, and an invaluable reference for any sports marketing practitioner looking to improve their professional practice.
Table of contents
- Cover
- Half Title
- Title Page
- Copyright Page
- Dedication
- Table of Contents
- Preface
- Acronyms
- List of figures and tables
-
Part I: Contingency Framework for Strategic Sports Marketing
-
Chapter 1 Emergence of sports marketing
- What is sports marketing?
- Understanding the sports industry
- Basic marketing principles and processes applied to sport
- Summary
- Key terms
- Review questions
- Exercises
- Internet exercises
- Endnotes
-
Chapter 2 Contingency framework for strategic sports marketing
- NBA Releases 2011–2012 Regular Season Schedule
- Contingency framework for strategic sports marketing
- Contingency approaches
- Internal and external contingencies
- Internal contingencies
- External contingencies
- Assessing the internal and external contingencies: SWOT analysis
- Summary
- Key terms
- Review questions
- Exercises
- Internet exercises
- Endnotes
-
Chapter 1 Emergence of sports marketing
-
Part II: Planning for Market Selection Decisions
- Chapter 3 Research tools for understanding sports consumers
- Chapter 4 Understanding participants as consumers
-
Chapter 5 Understanding spectators as consumers
- Factors influencing attendance
- Summary
- Key terms
- Review questions
- Exercises
- Internet exercises
- Endnotes
-
Chapter 6 Segmentation, targeting, and positioning
-
Segmentation
- Bases for segmentation
- Technical report – Sport England Market Segmentation
- Generation M2: media in the lives of 8- to 18-year-olds
- espnW: a brand for female athletes
- The IWFL and the history of women’s tackle football
- NFL may be hitting stride with female fans
- Move over Fútbol. The NFL scores big with Latinos
- Spotlight on international sports marketing: NBA continues to grow internationally
- Target markets
- Positioning
- Summary
- Key terms
- Review questions
- Exercises
- Internet exercises
- Endnotes
-
Segmentation
-
Part III: Planning the Sports Marketing Mix
-
Chapter 7 Sports product concepts
- Defining sports products
- Product characteristics
- Product design
- Summary
- Key terms
- Review questions
- Exercises
- Internet exercises
- Endnotes
-
Chapter 8 Managing sports products
- Nike announces new Nike+ FuelBand – measuring movement to make life a sport
- New sports products
- The new product development process
- Product life cycle
- Diffusion of innovations
- Summary
- Key terms
- Review questions
- Exercises
- Internet exercises
- Endnotes
- Chapter 9 Promotion concepts
-
Chapter 10 Promotion mix elements
-
Advertising
- Advertising objectives
- Advertising budgeting
- Creative decisions
- Spotlight on Sports Marketing Ethics: Sex sells? Trend may be changing
- Spotlight on Sports Marketing Ethics: Lance Armstrong’s fall from athletic grace doesn’t diminish his greatest triumph
- Armstrong faces $200 million salary loss with reputation hit
- Big 4 jersey rights value put at $370M
- Career Spotlight: Kevin Rochlitz, Vice President, National Partnerships and Sales, Baltimore Ravens
- NBA cares evolving after 5 years of service
- Summary
- Key terms
- Review questions
- Exercises
- Internet exercises
- Endnotes
-
Advertising
-
Chapter 11 Sponsorship programs
- Scheuring Speed Sports announces partnership with Ford Motor Company
- Growth of sponsorship
-
Designing a sports sponsorship program
- Understanding why sponsorship continues to grow
- London 2012 sponsors and ambush – and the lessons for Rio 2016
- Beats by Dre gives headphones to British athletes, angering IOC
- Spotlight on Sports Marketing Ethics: BRAZIL: Congress adopts legislation to curb ambush marketing during 2016 summer Olympics
- Behind the scenes at the 2013 Waste Management Open
- Lance Armstrong Nike contract terminated
- Fenton High School looking at boosting corporate sponsorship of athletics
- Hot Seahawks add Boeing, Starbucks deals
- Spotlight on Sports Marketing Ethics – Nike won’t drop Penn State’s Paterno, so we should drop Nike
- Career Spotlight: Lesa Ukman and IEG
- Summary
- Key terms
- Review questions
- Exercises
- Internet exercises
- Endnotes
-
Chapter 12 Pricing concepts and strategies
- What is price?
- The determinants of pricing
- Price adjustments
- Summary
- Key terms
- Review questions
- Exercises
- Internet exercises
- Endnotes
-
Chapter 7 Sports product concepts
-
Part IV: Implementing and Controlling the Strategic Sports Marketing Process
-
Chapter 13 Implementing and controlling the strategic sports marketing process
- Dew action sports tour
- Implementation
- Control
- Summary
- Key terms
- Review questions
- Exercises
- Internet exercises
- Endnotes
-
Chapter 13 Implementing and controlling the strategic sports marketing process
- Appendix A: Career opportunities in sports marketing
- Appendix B: Some sports marketing sites of interest on the Internet
- Glossary
- Illustration credits
- Index
Product information
- Title: Sports Marketing, 5th Edition
- Author(s):
- Release date: October 2014
- Publisher(s): Routledge
- ISBN: 9781317743446
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