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" Sport marketing / "
Bernard J. Mullin, Stephen Hardy, William A. Sutton.
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BL
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| Record Number
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849480
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| Main Entry
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Mullin, Bernard James.
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| Title & Author
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Sport marketing /\ Bernard J. Mullin, Stephen Hardy, William A. Sutton.
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| Edition Statement
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Fourth edition.
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| Publication Statement
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Champaign, IL :: Human Kinetics,, [2014]
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| Page. NO
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xix, 483 pages :: color illustrations ;; 29 cm
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| ISBN
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1450424988
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: 1650727984
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: 9781450424981
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: 9781650727981
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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Chapter 1 The Special Nature of Sport Marketing -- The NBA and Global Marketing Strategy -- Weathering Recessions -- The Competitive Marketplace -- Sport Marketing Defined -- Marketing Myopia in Sport -- Change in the Profession -- Uniqueness of Sport Marketing -- Chapter 2 Strategic Marketing Management -- Sport Strategy Is More Than Locker Room Talk -- Marketing Planning Process -- Strategic Step 1 -- Develop Vision, Position, and Purpose -- 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 -- Environmental Factors -- Individual Factors -- Decision Making -- Chapter 4 Market Research 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 -- What Is Market Segmentation? -- Four Bases of Segmentation -- Integrated Segmentation Strategies and Tactics -- Chapter 6 The Sport Product -- What Is the Sport Product? -- The Sport Product -- Its Core and Extensions -- Grassroots Ideas -- 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 -- -- Chapter 8 Sales and Service -- Relationship Between Media, Sponsors, and Fans and the Sales Process -- What Is Sales? -- Direct Data-Based Sport Marketing and Sales -- Typical Sales Approaches Used in Sport -- Pricing Basics -- Secondary Ticket Market.
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Aftermarketing, Lifetime Value, and the Importance of Retaining Customers -- Chapter 9 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? -- Corporate Objectives -- Sponsor Activation -- Selling Sponsorships -- Ethical Issues in Sponsorship -- Chapter 10 Promotion and Paid Media -- The Catchall P -- Promotion -- Advertising -- Advertising Media for Sport -- Promotional Concepts and Practices -- Promotional Components -- Ultimate Goal -- Keeping Consumers on the Escalator and Moving Them Up -- Putting It All Together -- An Integrated Promotional Model -- Chapter 11 Public Relations -- What Is Public Relations? -- Public Relations in the Sport Marketing Mix -- Sport Public Relations in the Digital Age -- Public Relations Functions -- Sport, Television, and Entertainment Influence on Sport Public Relations.
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Chapter 12 Social Media in Sport -- What Is Social Media? -- Building an Audience -- Engaging Fans -- Driving Behavior -- Social Media Platforms -- Avoiding Pitfalls -- Leveraging Players and Talent -- 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 -- Chapter 14 Legal Aspects of Sport Marketing -- Intellectual Property -- Trademark Infringement -- Copyright Law and Sport Marketing -- Patents -- Sport Marketing Communications Issues -- Ambush Marketing -- Right of Publicity and Invasion of Privacy -- Contractual Issues Involving Consumers -- Promotion Law Issues -- Emerging Issues -- Chapter 15 Putting It All Together -- Cross-Effects Among the Five Ps -- Controlling the Marketing Function -- Chapter 16 The Shape of Things to Come -- From Our Crystal Ball -- From Our Crystal Ball Redux -- By the Year 2020 -- About the Authors -- Index.
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| Abstract
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Sport Marketing, Fourth Edition With Web Study Guide, has been streamlined and updated to keep pace with the latest information and issues in the competitive world of sport marketing. This text maintains its position as the best-selling and original text in the field, continuing to direct students to a better understanding of the theoretical backbone that makes sport marketing such a unique and vibrant subject to study. Using the new full-color format and companion web study guide, students will stay engaged as they explore how fans, players, coaches, the media, and companies interact to drive the sport industry.
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| Subject
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Sports-- Marketing.
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Sports-- Marketing.
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| Dewey Classification
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338.4/3796
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| LC Classification
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GV716.M85 2014
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| Added Entry
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Hardy, Stephen,1948-
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Sutton, William Anthony,1951-
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| Parallel Title
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Sports marketing
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