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
PART I: CONTINGENCY FRAMEWORK FOR STRATEGIC SPORTS MARKETING
CHAPTER 1 Emergence of sports marketing
CHAPTER 2 Contingency framework for strategic 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
CHAPTER 6 Segmentation, targeting, and positioning
PART III: PLANNING THE SPORTS MARKETING MIX
CHAPTER 7 Sports product concepts
CHAPTER 8 Managing sports products
CHAPTER 9 Promotion concepts
CHAPTER 10 Promotion mix elements
CHAPTER 11 Sponsorship programs
CHAPTER 12 Pricing concepts and strategies
PART IV: IMPLEMENTING AND CONTROLLING THE STRATEGIC SPORTS MARKETING PROCESS
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