Building on the legacy that Bernard Mullin, Stephen Hardy, and William Sutton established in the first four editions, a new author team, handpicked by their predecessors, draw from their modern experience in the field to add a fresh perspective to this essential text. They bring the sport industry directly to the reader through extensive industry examples, interviews of top sports executives, challenging case studies, and global perspectives from teams, leagues, and other agencies around the world. Reflecting the evolving landscape of sport marketing, the text will prepare students to stay on the leading edge with the following updates:
- A focus on current and emerging technologies and how they have revolutionized the sport industry—ranging from mobile video streaming and fantasy sports to artificial intelligence and virtual reality
- Greater emphasis on data and analytics to make more informed business decisions
- In-depth examination of how social media and digital platforms serve as critical communication channels to drive sport marketing strategy and execution
- New content on target marketing, including understanding millennial sports fans and engaging with Generation Z
- Updated coverage of sales processes, addressing both traditional methods and new strategies for the mobile age
- Discussion of modern ticketing practices and the secondary ticket market, including how leagues partner with secondary ticket providers and the impact on pricing strategies
Also new to the fifth edition are related online learning aids, now delivered through HKPropel, designed to engage students and test comprehension of the material. Exclusive video interviews with sport industry leaders offer insights into how they incorporate marketing strategies into their daily work. Discussion questions and activities for each chapter guide students to apply core concepts, and web search activities provide opportunities for students to compare strategies found on sport organization websites and other online locations.
In addition, chapter objectives, an opening scenario, sidebars highlighting key concepts, and Wrap-Up, Activities, and Your Marketing Plan sections at the ends of chapters offer students additional learning tools as they explore how fans, players, coaches, the media, and companies interact to drive the sport industry.
With Sport Marketing, Fifth Edition With HKPropel Access, students will develop valuable marketing skills and prepare for a successful career in the competitive world of sport marketing.
Note: A code for accessing HKPropel is included with this ebook.
AudienceUndergraduate and graduate students who need a comprehensive understanding of the principles and practices of sport marketing; reference for sport management researchers and practitioners.
Sport Marketing Then and Now
The Sport Industry
Sport Marketing Defined
Marketing Myopia in Sport
Uniqueness of Sport Marketing
Chapter 2. Strategic Marketing Management
Marketing Planning Process
Strategic Step 1: Develop Vision, Mission, and Values
Strategic Step 2: Develop Strategic Goals and Objectives
Strategic Step 3: Develop a Ticket Marketing, Sales, and Service Plan
Strategic Step 4: Integrate the Marketing Plan Into a Broader, Strategic Resource Allocation
Strategic Step 5: Control and Evaluate Implementation of the Plan
Eight-Point Ticket Marketing, Sales, and Service Plan Model
Chapter 3. Understanding the Sport Consumer
Socialization, Involvement, and Commitment
Chapter 4. Market Research and Analytics in the Sport Industry
Sources of Information
Users of Market Research in Sport and Entertainment
Application of Market Research in the Sport Industry
Performing the Right Research
Chapter 5. Market Segmentation and Target Marketing
What Is Market Segmentation?
Four Bases of Segmentation
Chapter 6. The Sport Product
What Is the Sport Product?
The Sport Product: Its Core and Extensions
Key Issues in Sport Product Strategy
Chapter 7. Managing Sport Brands
What Is Branding?
Importance of Brand Equity
Benefits of Brand Equity
How Brand Equity Is Developed
Leveraging Brand Equity
Identifying and Measuring Your Brand
Protecting the Brand
Additional Brand Management Considerations
Chapter 8. Promotion and Paid Media
Promotion: The Driver to Sales
Advertising Media for Sport
Promotional Concepts and Practices
Ultimate Goal of Sport Marketing: Get and Keep Consumers in the Frequency Elevator
Putting It All Together: An Integrated Promotional Model
Chapter 9. Public Relations
What Is Public Relations?
Public Relations in the Sport Marketing Mix
Sport Public Relations and Content Creation in the Digital and Social Media Age
Public Relations, Advocacy, and the Art of Influencing Public Opinion
Sport, Television, and Entertainment Influence on Sport Public Relations
Chapter 10. Sponsorship, Corporate Partnerships, and the Role of Activation
What Is Sponsorship?
Sponsorship in the Marketing Mix
Growth of Sponsorship
What Does Sport Sponsorship Have to Offer?
Ethical Issues in Sponsorship
Chapter 11. Social Media in Sports
What Is Social Media?
Social Media and the Marketing Mix
Building an Audience
Social Media Platforms
Leveraging Players and Talent
Chapter 12. Sales and Service
Relationship Between Media, Sponsors, and Fans and the Sales Process
What Is Sales?
Database Sport Marketing and Sales
Typical Sales Approaches Used in Sport
Secondary Ticket Market
Customer Lifetime Value, Service, and Retention
Chapter 13. Delivering and Distributing Core Products and Extensions
Placing Core Products and Their Extensions
Theory of Sport and Place
Chapter 14. Legal Aspects of Sport Marketing
Copyright Law and Sport Marketing
Sport Marketing Communications Issues
Right of Publicity and Invasion of Privacy
Contractual Issues Involving Consumers
Promotion Law Issues
Chapter 15. The Evolving Nature of Sport Marketing
Cross-Effects Among the Five Ps
Controlling the Marketing Function
The Shape of Things to Come
Should college athletes be paid for the use of their name, image, and likeness?
Sport organizations and the secondary ticket market
The effects of unforeseen global catastrophes on sport
Understanding sport data analytics
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All ancillaries are free to adopting instructors through HKPropel.
Instructor guide. Includes a sample syllabus and ideas for semester-long activities and case studies. Individual chapter-by-chapter files include a summary, objectives, outline, and classroom ideas, plus suggestions of cases to read in Case Studies in Sport Management.
Test package. Contains approximately 20 questions per chapter in true-false, fill-in-the-blank, multiple-choice, and short-answer formats.
Chapter quizzes. Contains ready-made quizzes (10 questions each) to assess student comprehension of the most important concepts in each chapter. Quizzes can be imported into learning management systems.
Presentation package. Features 370 PowerPoint slides of text, artwork, and tables from the book that can be used for class discussion and presentation. The slides in the presentation package can be used directly within PowerPoint or printed to make handouts for students. Instructors can easily add, modify, and rearrange the order of the slides.
Image bank. Includes most of the figures and tables from the text, sorted by chapter. These can be used in developing a customized presentation based on specific course requirements.
Instructors also receive access to all student materials in HKPropel. For Sport Marketing, Fifth Edition, this includes exclusive video interviews with leaders in the sport industry along with activities built around these clips. Interactive key term activities and web search activities provide opportunities for students to compare strategies found on sport organization websites, YouTube, and other online locations. Activities may be assigned directly via HKPropel.