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Canadian Sport Marketing 3rd Edition With HKPropel Access

Canadian Sport Marketing 3rd Edition With HKPropel Access

$131.95 CAD


Product Format
    The rapid professionalization of marketing in the sport industry has helped vault the business of sport into the upper echelons of the economy. Innovative, effective, timely, and culturally sensitive marketing allows sport managers to vie for consumer attention in an ever-expanding marketplace of competitors.

    Canadian Sport Marketing, Third Edition With HKPropel Access, brings to life the fundamental principles of marketing, drawn from Canadian experience, with the end goal of providing students with a toolbox of useful tactics, frameworks, models, and knowledge to support a promising career or future learning in sport marketing. It covers essential topics, including the Canadian sport system and Canadian consumer behavior, market research, branding, pricing, sponsorship, ambush marketing, traditional media, social media, and digital marketing. Additionally, a sample marketing plan provides instructors an invaluable opportunity for assigned experiential learning and gives students a practical tool for use in early career work.

    The only text focusing on Canadian sport marketing, this edition has been extensively updated to foster applied learning in sport marketing concepts and theories, supported by expert perspectives from the Canadian sport industry. Over 40 sport industry executives and experts contribute to the In the Know sidebars, Executive Perspective, and case studies, which draw from the most successful Canadian sport brands, events, and organizations to provide real-life application of the material.

    Authors Norm O’Reilly and Benoit Séguin welcome Gashaw Abeza and Michael Naraine, forming an author team with comprehensive professional experience in the Canadian sport sector. With reflections on, and references to, a variety of Canadian and provincial sport entities, this third edition offers the following:
    • Learning objectives provide students a road map to navigate the content while maximizing retention.
    • In the Know sidebars direct student attention to the consideration of real-world situations and sport business analysis.
    • Executive Perspective sidebars, written by individuals who work within the industry, bring sport marketing concepts to life by using examples from Canadian sport businesses.
    • Case studies in HKPropel allow enhanced practical application and use real Canadian examples with questions to ensure critical analysis and understanding.
    • Test Your Knowledge questions help students assess their learning. Answers are provided in the instructor guide.
    • A glossary helps students identify and learn key vocabulary within the text.
    • A sample marketing plan provides an opportunity to review a completed marketing plan, and students can also use it as a template for creating their own plan.
    Also new to Canadian Sport Marketing, Third Edition, are case studies and quizzes delivered through HKPropel. These are designed to increase student engagement and help students more deeply examine their comprehension of the material.

    Strengthen and prepare students for future success in the sport industry with Canadian Sport Marketing, Third Edition With HKPropel Access.

    Note: A code for accessing HKPropel is included with all new print books.


    Undergraduate-level text for students in sport marketing courses.
    Richard Pound, IOC Member

    Bob Wanzel, Founding Director, Institute for Sport Marketing, Laurentian University

    Part I. Introducing Canadian Sport Marketing
    Chapter 1. An Introduction to Sport Marketing
    Executive Perspective: Mark Harrison, President and CEO, The T1 Agency
    Athlete Perspective: Curtis Knight, National Lacrosse League (NLL) Player and Marketing Professional
    Expert Perspective: Jonathon Edwards, Associate Professor of Kinesiology, University of New Brunswick
    What Is Marketing?
    The Uniqueness of Sport Marketing
    Chapter Summary
    Test Your Knowledge
    Key Terms

    Chapter 2. The Canadian Sport Industry
    Executive Perspective: Katherine Henderson, CEO, Curling Canada
    Executive Perspective: Scott McRoberts, Director of Athletics, University of Guelph
    A Brief Introduction to Canada
    Sport Organizations in Canada
    Sport Events in Canada
    Sport Facilities in Canada
    Professional Sport
    University and College Sport
    Olympic Sport
    Grassroots and Amateur Sport
    Chapter Summary
    Test Your Knowledge
    Key Terms

    Chapter 3. Sport-Market Research
    Executive Perspective: Krista Benoit, President and CEO, iSPARK Consulting
    Executive Perspective: Indivar Kushari, COO, Q.i. Value Systems Inc., and Former Chief Data and Information Officer, Canadian Football League
    Time as a Key Element in Marketing Research
    The Uses of Marketing Research
    Types of Market Research
    Types of Data Sources
    The Market Research Process
    Chapter Summary
    Test Your Knowledge
    Key Terms

    Chapter 4. The Canadian Sport Consumer
    Executive Perspective: Rebecca Shanks, Vice President, The T1 Agency
    Expert Perspective: Luke R. Potwarka, Director of the Spectator Technology and Experience (SEAT) Laboratory and Associate Professor  of Recreation and Leisure Studies, University of Waterloo
    Understanding Sport Consumption
    Sport Consumption as Spectators
    Sport Consumption as Participants
    Chapter Summary
    Test Your Knowledge
    Key Terms

    Part II. Segmentation, Targeting, and Positioning and the Canadian Sport-Marketing Mix
    Chapter 5. Segmentation, Targeting, and Positioning in Canadian Sport
    Executive Perspective: Dale Hooper, Former Chief Brand Officer, Rogers, and Past Vice President of Marketing and Consumer Insights, PepsiCo
    Expert Perspective: Katie Sveinson, Assistant Professor in the School of Sport, Tourism and Hospitality Management, Temple University; and Larena Hoeber, Professor of Kinesiology and Health Studies and Associate Dean for Graduate Studies, Research, and Special Projects, University of Regina
    Segmentation, Targeting, and Positioning (STP) as Economic Advantage
    STP as the Bridge to Marketing Strategy
    Market Selection
    Common Target Markets in Canadian Sport
    Chapter Summary
    Test Your Knowledge
    Key Terms

    Chapter 6. The Sport Product
    Executive Perspective: Darryl Boynton, Associate Vice President of Partnerships, Canadian Tire Corporation
    Expert Perspective: Terry Eddy, Assistant Professor of Sport Management, University of Windsor
    What Is the Sport Product?
    Sport Product Forms
    Sport Brands
    Packaging Elements of the Sport Product
    Chapter Summary
    Test Your Knowledge
    Key Terms

    Chapter 7. The Digital Sport Product
    Executive Perspective: David Thomson, Vice President and Managing Director, NFL Canada
    Executive Perspective: Mark Nadolny, Products Manager–Digital and Data, Canadian Olympic Committee
    Expert Perspective: Alanna Harman, Assistant Professor of Kinesiology and Physical Education, Wilfrid Laurier University
    Expert Perspective: Elio Antunes, President and CEO, ParticipACTION
    What Makes a Sport Product Digital?
    Why Is the Digital Sport Product Special?
    What Are the Two Types of Digital Sport Products?
    Chapter Summary
    Test Your Knowledge
    Key Terms

    Chapter 8. Branding in Sport
    Executive Perspective: Scott Smith, President and CEO, Hockey Canada
    Executive Perspective: Leah MacNab, Managing Director, National Basketball Association (NBA) Canada
    Expert Perspective: Vijay Setlur, Sport Marketing Instructor in the Schulich School of Business, York University
    Branding and Sport
    Building Brand Equity
    The Branding Process
    Real-Life Brand Management
    Chapter Summary
    Test Your Knowledge
    Key Terms

    Chapter 9. Pricing in Sport Marketing
    Expert Perspective: Mike Alcorn, Consultant, International Institute for Sport Business and Leadership
    Expert Perspective: Peter Tingling, Associate Dean of the Undergraduate Program and Associate Professor of Management Information Systems in the Beedie School of Business, Simon Fraser University
    Executive Perspective: Matt Afinec, President and COO, Hamilton Tiger-Cats Football Club, 2021 Grey Cup Festival, and Forge FC Hamilton Soccer Club
    Price: What Is It?
    Price and the Four Ps
    Price and Value
    Ethics and Pricing
    Setting Price
    Break-Even Analysis
    Controlling Costs
    Key Pricing Issues
    Chapter Summary
    Test Your Knowledge
    Key Terms

    Chapter 10. Sport Promotion
    Executive Perspective: Cameron Kusch, President, Guelph Nighthawks Basketball Club
    Executive Perspective: Erin Mathany, Vice President of Marketing and Partnerships, Canada Games Council
    Promotional Mix
    Executional Elements of Promotions
    Chapter Summary
    Test Your Knowledge
    Key Terms

    Chapter 11. Media and Distribution in Sport
    A Brief History of the Sport Media Business
    Overview of Media Rights Revenue
    Models of Delivering Sport Content
    Key Players in the Sport Media Business in Canada
    Media Relations Management
    Distribution of Tangible Sport Products and Events
    Chapter Summary
    Test Your Knowledge
    Key Terms

    Chapter 12. Social Media and Distribution in Sport
    Executive Perspective: John Delaney, Manager of Social Media, True North Sports + Entertainment–Winnipeg Jets
    Expert Perspective: Olan Scott, Assistant Professor of Sport Management, Brock University
    Social Media and Its Distinguishing Features
    Dimensions of Social Media Use in Sport Marketing
    Practical Guide: Managing Social Media Platforms
    Return on Investment from Social Media in Sport
    Chapter Summary
    Test Your Knowledge
    Key Terms

    Part III. Important Strategic Elements of Sport Marketing in Canada
    Chapter 13. Sport Sponsorship
    Executive Perspective: Brenda Woods, Vice President of Marketing, Visa Canada
    Executive Perspective: Don Mayo, Global Managing Partner, IMI International
    Market Trends in Canadian Sponsorship
    Sponsorship and Activation
    History of Sponsorship
    Sponsorship and Its Roots in Philanthropy
    Relationship of Sponsorship to Marketing
    Relationship Between Sponsorship and Advertising
    Corporate Objectives and Sponsorship
    Reaching the Target Market
    Sponsorship and Olympic and Paralympic Sport Properties
    Chapter Summary
    Test Your Knowledge
    Key Terms

    Chapter 14. Building Successful Sport Sponsorships
    Executive Perspective: Gavin Roth, Founder and Managing Partner, Gavin Roth + Associates Revenue Consultants Inc.
    Executive Perspective: François Robert, Executive Director of Partnerships, Canadian Paralympic Committee
    Sponsorship Stakeholders
    Sponsorship in Canada—A Model for Sport Sponsorship Success
    Step 1: Presponsorship Practices
    Step 2: Negotiation Stage
    Step 3: Sponsorship Life
    Step 4: Sponsorship Termination
    Best Practices in Canadian Sport Sponsorship
    Chapter Summary
    Test Your Knowledge
    Key Terms

    Chapter 15. Ambush Marketing
    The Business Impact of Ambush Marketing
    What Does Ambush Marketing Look Like?
    Ambush Marketing: An Alternative to Traditional Sponsorship Strategies?
    Research on Ambush Marketing
    Strategies of Ambush Marketing
    Counterambushing Strategies
    Ambush Marketing and Clutter
    Chapter Summary
    Test Your Knowledge
    Key Terms

    Chapter 16. Technology in Sport Marketing
    Expert Perspective: Dr. Cheri Bradish, Associate Professor of Marketing Management, Ryerson University
    Executive Perspective: Costa Kladianos, Vice President of Innovation and Technology, Canlan Ice Sports
    Information Technology and Information Systems
    Information Systems in the Marketing Cycle
    Chapter Summary
    Test Your Knowledge
    Key Terms

    Chapter 17. Social Marketing in Sport
    Executive Perspective: Allison Sandmeyer-Graves, CEO, Canadian Women & Sport
    Expert Perspective: David Legg, Professor, Mount Royal University
    What Is Social Marketing?
    When Is Social Marketing Appropriate?
    Understanding Social Marketing and the Company and Consumer
    Segmentation, Targeting, and Positioning (STP) for Social Marketers
    Social-Marketing Strategy
    Target Market: High-Performance Sport
    Chapter Summary
    Test Your Knowledge
    Key Terms

    Chapter 18. Sport-Marketing Strategy Implementation and Evaluation
    Executive Perspective: Paul Ausman, Manager of Event Services, Ottawa Sports and Entertainment Group
    Expert Perspective: Dana Lee Ellis, Associate Professor in the School of Sports Administration Management, Laurentian University
    Executive Perspective: Johnny Misley, CEO, Ontario Soccer, and Board of Directors, League1 Ontario
    Marketing-Strategy Implementation in Sport
    Marketing-Strategy Evaluation in Sport
    Chapter Summary
    Test Your Knowledge
    Key Terms

    Chapter 19. Olympic Marketing
    Executive Perspective: Andrew Baker, Vice President of International Relations and Public Affairs, Canadian Olympic Committee
    Executive Perspective: Debbie Low, CEO, Canadian Sport Institute Ontario
    Executive Perspective: David Bedford, CEO, Athletics Canada
    History of Olympic Sponsorship: 1896 to 1976
    IOC’s Sponsorship Expansion: 1976 to the Present
    Olympic Broadcasting
    The Olympic Programme (TOP) Sponsorship Program
    The Olympic Brand
    Olympic Marketing in Canada
    Chapter Summary
    Test Your Knowledge
    Key Terms

    Chapter 20. Marketing Plan Example
    Executive Perspective: Dan MacKenzie, President, Canadian Hockey League
    The Desert Dry Rack: A Product by Desert Sports Limited
    Introduction and Acknowledgement
    Executive Summary
    Market Research
    Situation Analysis
    Competition Analysis
    Marketing Strategy
    Chapter Summary
    Norm O’Reilly, PhD, MBA, CPA, is dean of the Graduate School of Business at the University of Maine and a professor of sport management in the Maine Business School. A Canadian, Dr. O’Reilly was the founding director of the International Institute for Sport Business and Leadership in the Gordon S. Lang School of Business and Economics at the University of Guelph. He has authored 16 books and more than 150 management journal articles. He was awarded the Distinguished Career Contributions Award by the American Marketing Association’s Sport Marketing Special Interest Group (2015) and is a fellow of the North American Society for Sport Management. O’Reilly was assistant chef de mission (assistant mission leader) for the Canadian team at the 2016 Paralympic Games in Rio, Brazil, and has attended four Olympic Games in various capacities with Team Canada.

    Benoît Séguin, PhD, is a professor of sport marketing in the School of Human Kinetics at the University of Ottawa. His research focuses mainly on sport sponsorship, ambush marketing, brand governance, and topics related to Olympic marketing. In addition to his academic work, Dr. Séguin has extensive experience in the management of Olympic sport organizations, including as marketing director of two national sport associations, past president of Diving Canada, assistant chef de mission (assistant mission leader) for the Canadian team (2003 Pan Am Games, Santo Domingo), and board member for several sport organizations.

    Gashaw Abeza, PhD, is a professor at Towson University. Abeza taught graduate and undergraduate students at the University of Ottawa (Ottawa, Ontario) and Southern Methodist University (Dallas, Texas), and he guest lectured at four other universities. He has been an adjunct professor at the University of Guelph since 2019. His main research interest is marketing communications, with his specific area of expertise in digital media. He has researched and written extensively on the topic of social media in sport and is widely published. He is the coauthor of two books and coeditor of one book: Implications and Impacts of Esports on Business and Society (IGI Global), Sport Sponsorship Insights (Routledge), and Social Media in Sport: Theory and Practice (World Scientific). Dr. Abeza serves as an ad hoc reviewer for a number of academic journals. He currently serves on the editorial boards of eight academic journals: International Journal of Sport Communication; Sport, Business, and Management; Journal of Relationship Marketing; International Journal of Esports Research; Journal of Global Sport Management; Sport Marketing Quarterly; International Journal of Sports Marketing and Sponsorship; and the newly launched Sport Management Digest.

    Michael L. Naraine, PhD, is an assistant professor in the department of sport management at Brock University and is also an honorary adjunct professor at La Trobe University in Victoria, Australia. His primary research interest is the area of digital sport management and marketing, examining the strategy, fan engagement, and analytics related to new developments in the sport business landscape, including social media, esports, business analytics, and artificial intelligence. Naraine is also a research fellow of the North American Society for Sport Management and is the current editor in chief of Case Studies in Sport Management. Additionally, he serves as an editorial board member for Sport Marketing Quarterly, International Journal of Sport Communication, and the newly founded Sports Innovation Journal.

    All ancillaries are free to adopting instructors through HKPropel.

    Instructor guide. Includes an introduction, learning objectives, chapter summaries, chapter outlines, and answers to the questions in the textbook and HKPropel.

    Chapter quizzes. Contains ready-made quizzes (10 questions each) to assess student comprehension of the most important concepts in each chapter. The files may be downloaded for integration with a learning management system or printed as paper-based tests. Each quiz may be downloaded or assigned to students directly through HKPropel. The chapter assessments are automatically graded, and instructors can review student scores in the platform.

    Presentation package. Features more than 400 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.

    Instructors also receive access to all student materials in HKPropel. For Canadian Sport Marketing, Third Edition, this includes case studies and Test Your Knowledge questions.

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