Sport Marketing, Volume 13

Front Cover

Sport Marketing, Third Edition,the latest version of the leading sport marketing text, directs students to a better understanding of the theoretical backbone that makes sport marketing such a unique and vibrant subject to study. The text has been thoroughly updated with a comprehensive ancillary package, new examples and perspectives from the field, and the latest information about marketing in the burgeoning sport industry.

Using real-world examples and an engaging writing style, the distinguished authors provide valuable new material about key areas in sport marketing that prepares students for careers in the industry. The following are updates to the new edition:

-Foreword written by David J. Stern, Commissioner of the National Basketball Association

-A new chapter on branding and how to apply it in a sport context, including examples of successful efforts

-A greatly expanded chapter on research in sport marketing, recognizing recent and significant technological developments that allow sport marketers to reach consumers

-An updated final chapter containing opinions from industry insiders about what sport marketers can expect in the years ahead
The highly respected authors have long been recognized for their ability to define this exciting field, and they continue to engage readers by providing several updated references and real-life examples. These elements not only make the material more interesting for students to read but also allow them to easily translate concepts presented in the text into situations they will encounter in the working world.

The text incorporates all areas of marketing into an exciting and sport-specific context. Students will learn how to build a sport marketing plan, study the behaviors of sport consumers, and gain an understanding of market segmentation and pricing. The text also includes extensive information on promotion, sales, distribution, and public relations in sport. After reading this book, students will be able to apply the concepts of marketing to the distinct sport enterprise.

This new edition is complemented by a large and complete package of ancillary materials that will enhance the presentation of the material and provide a richer learning experience for students. A new instructor guide, test package, and PowerPoint presentation package are offered through a convenient product-specific Web site at www.HumanKinetics.com/SportMarketing.

Even though this text is written primarily for students, the authors go beyond theory to stress real-world applications, providing a wonderful reference for professionals and a useful guide that allows practitioners to apply key concepts to the work they do every day.

This text will help students and others interested in marketing products in the expansive field of sport to understand the foundations of sport marketing and how to use marketing effectively. Most important, they'll learn how to incorporate these fundamentals into their own workplace.

 

Contents

IV
1
VI
3
VII
7
VIII
11
IX
12
X
14
XI
17
XII
22
LXXV
262
LXXVI
269
LXXVII
274
LXXVIII
277
LXXIX
280
LXXX
286
LXXXI
289
LXXXII
310

XIII
23
XIV
27
XVII
29
XVIII
31
XX
40
XXI
41
XXII
47
XXIV
48
XXV
53
XXVII
56
XXVIII
60
XXIX
67
XXX
68
XXXI
78
XXXII
86
XXXIII
91
XXXV
92
XXXVI
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XXXVII
94
XXXVIII
96
XXXIX
106
XL
123
XLI
129
XLIII
130
XLIV
133
XLV
145
XLVI
147
XLVIII
148
XLIX
149
L
162
LI
171
LIII
174
LV
177
LVI
189
LVIII
191
LIX
193
LX
194
LXI
203
LXII
213
LXIII
215
LXV
218
LXVI
223
LXVII
230
LXIX
235
LXXI
237
LXXII
238
LXXIII
243
LXXIV
255
LXXXIII
313
LXXXVI
315
LXXXVIII
318
LXXXIX
322
XC
324
XCI
333
XCII
336
XCIII
339
XCIV
341
XCV
342
XCVI
345
XCVII
347
XCVIII
357
C
364
CI
367
CIII
369
CIV
376
CV
378
CVI
383
CVIII
385
CIX
393
CX
403
CXI
406
CXIII
411
CXVI
412
CXVII
419
CXVIII
429
CXX
430
CXXI
435
CXXII
439
CXXIV
442
CXXVI
447
CXXVII
448
CXXVIII
450
CXXIX
453
CXXXI
455
CXXXII
457
CXXXIII
458
CXXXIV
460
CXXXV
462
CXXXVI
463
CXXXVII
465
CXXXVIII
469
CXL
483
CXLII
501
CXLIII
523
CXLIV
538
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