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Full Description
Empower students to feel capable and confident as they prepare to enter the dynamic world of sport marketing.
Sport Marketing, Sixth Edition With HKPropel Access, is the leading resource for undergraduate and graduate students, offering the foundational knowledge essential for success in the field of sport marketing. This introductory text features an authoritative authorship team of academic scholars and professionals. The new sixth edition features updated content designed to keep students at the cutting edge of sport marketing:
Heavier focus on technology and how it continues to revolutionize and drive the sport industry, including increased streaming options and the proliferation of online sports gambling
Emphasis on data and analytics to make more informed business decisions
Examination of how digital platforms serve as critical communication channels driving sport marketing strategy
Consideration of name, image, and likeness (NIL) legislation and policies
Marketing strategies for effective sport sponsorship and promotion at the collegiate level
Coverage of sales processes, addressing both traditional methods and new strategies for the mobile age
Discussion of advanced ticketing practices, such as artificial intelligence (AI) technology in sales and the process of selling digital media and streaming inventory
Related online resources delivered through HKPropel prepare students to apply classroom concepts to professional settings. A semester-long project requires students to create their own sport marketing plan, building on assignments provided in each chapter of the textbook. In addition, links to video content are provided for each chapter, and new flash cards offer an additional study aid for students.
The text offers comprehensive coverage of the core concepts of sport marketing-product, price, promotion, place, and public relations-and has been extensively revised to reflect the evolving landscape. Enhanced by a full-color presentation, the text incorporates the latest technological advancements, industry examples, global perspectives, case studies, and professional profiles, providing an ideal blend of theory, research, and real-world application for today's students.
Sport Marketing prepares the next generation of sport marketers to meet the ever-changing wants, needs, and communication styles of today's passionate sports fans and consumers. It also represents a reliable reference for marketers working in the sport industry.
A code for accessing HKPropel is included with this ebook.
Contents
Chapter 1. The Special Nature of Sport Marketing
Sport Marketing Then and Now
The Sport Industry
Sport Marketing Defined
Marketing Myopia in Sport
Uniqueness of Sport Marketing
Wrap-Up
Chapter 2. Strategic Marketing
Marketing Planning Process
Strategic Step 1: Develop Vision, Mission, and Values
Strategic Step 2: Develop Strategic Goals and Objectives
Strategic Step 3: Develop Tactics to Support the Strategic Plan
Strategic Step 4: Integrate the Marketing Plan Into a Broader, Strategic Resource Allocation
Strategic Step 5: Control and Evaluate Implementation of the Plan
Marketing Models
Wrap-Up
Chapter 3. Understanding the Sport Consumer
Socialization, Involvement, and Commitment
External Factors
Internal Factors
Responses
Wrap-Up
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
Data Analytics
Wrap-Up
Chapter 5. Market Segmentation and Target Marketing
What Is Market Segmentation?
Four Bases of Segmentation
Target Marketing
Wrap-Up
Chapter 6. The Sport Product
What Is the Sport Product?
The Sport Product: Its Core and Extensions
Key Issues in Sport Product Strategy
Wrap-Up
Chapter 7. Managing Sport Brands
What Is Branding?
Building Brands and 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
Wrap-Up
Chapter 8. Promotion and Paid Media
Promotion: The Driver to Sales
Paid Media
Advertising Media for Sport
Promotional Concepts and Practices
Promotional Components
Putting It All Together: An Integrated Promotional Model
Wrap-Up
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
Wrap-Up
Chapter 10. Sponsorship and the Role of Activation
What Is Sponsorship?
Sponsorship in the Marketing Mix
Growth of Sponsorship and Lifestyle Marketing
Corporate Objectives
Athlete Endorsement
Sponsor Activation
Selling Sponsorships
Ambush Marketing
Wrap-Up
Chapter 11. Social Media in Sports Marketing
What Is Social Media?
The Dominance of Social Media
The Benefits of Social Media
Drawbacks of Social Media
Social Networks
Social Media and Sports Careers
Wrap-Up
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
Innovative Promotional Approaches for Selling Sport Products and Services
Yield Management and Pricing Strategies
Primary Ticketers and Secondary Ticket Marketplaces
Customer Lifetime Value, Service, and Retention
Wrap-Up
Chapter 13. Delivering and Distributing Core Products and Extensions
Placing Core Products and Their Extensions
Theory of Sport and Place
Facility
Marketing Channels
Product-Place Matrix
Wrap-Up
Chapter 14. Legal Aspects of Sport Marketing
Intellectual Property
Trademark Infringement
Copyright Law and Sport Marketing
Right of Publicity and Invasion of Privacy
Contractual Issues Involving Consumers
Promotion Law Issues
Emerging Issues
Wrap-Up
