Sport Marketing With Web Study Guide

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. 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. Heavily updated with more contributions from industry professionals and emphasis on social media platforms that have revolutionized the field in recent years, this edition contains practical material that prepares students for careers in sport marketing. It also includes these updates: A web study guide featuring exclusive video interviews with industry professionals and accompanying activities that tie core concepts and strategies from the book into applied situations Instructor ancillaries enhanced by gradable chapter quizzes that can be used with learning management systems An attractive and engaging full-color interior Chapter objectives, opening scenarios, engaging sidebars, and photos throughout the text that guide students in grasping important concepts Wrap-Up, Activities, and Your Marketing Plan sections at the end of each chapter that offer opportunities for self-assessment and review The highly respected authors have long been recognized for their ability to define this exciting field, combining academic study and current research with industry experience for an unmatched learning experience for students preparing to enter the working world. The content in this fourth edition of Sport Marketing has been reorganized to make it easier to use in the classroom. Chapters 1 through 3 provide an overview of the field of sport marketing as an area of study and profession. Chapters 4 and 5 teach students how to research and study the behaviors of sport consumers, including an overview of marketing segmentation. Chapters 6 through 13 provide extensive information on the nuts and bolts of the field, including the five Ps of sport marketing and special sections on branding, sales and service, engagement and activation, community relations, and social media. The final chapters explore legal issues, integration, and the future of sport marketing. Instructors may also take advantage of the student web study guide and complete package of ancillaries to enhance learning and presentation of core concepts. All materials, including the web study guide, instructor guide, test package, presentation package plus image bank, and LMS-compatible chapter quizzes,are available online. The world of sport marketing continues to evolve. Sport Marketing, Fourth Edition With Web Study Guide, offers students a complete view of the expansive field of sport, providing an understanding of the foundations of sport marketing and how to enhance the sport experience. Contents Preface Acknowledgments Contributors 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 Wrap-Up Activities Your Marketing Plan Endnotes 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 Wrap-Up Activities Your Marketing Plan Endnotes Chapter 3. Understanding the Sport Consumer Socialization, Involvement, and Commitment Environmental Factors Individual Factors Decision Making Wrap-Up Activities Your Marketing Plan Endnotes Chapter 4. Market Research in the Sports Industry Sources of Information Users of Market Research in Sport and Entertainment Application of Market Research in the Sport Industry Performing the Right Research Wrap-Up Activities Your Marketing Plan Endnotes Chapter 5. Market Segmentation What Is Market Segmentation? Four Bases of Segmentation Integrated Segmentation Strategies and Tactics Wrap-Up Activities Your Marketing Plan Endnotes 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 Wrap-Up Activities Your Marketing Plan Endnotes Chapter 7. Managing Sport Brands What Is Branding? Importance of Brand Equity Benefits of Brand Equity How Brand Equity Is Developed Wrap-Up Activities Your Marketing Plan Endnotes 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 Aftermarketing, Lifetime Value, and the Importance of Retaining Customers Wrap-Up Activities Your Marketing Plan Endnotes 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 Wrap-Up Activities Your Marketing Plan Endnotes 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 Wrap-Up Activities Your Marketing Plan Endnotes 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 Wrap-Up Activities Your Marketing Plan Endnotes Chapter 12. Social Media in Sports What Is Social Media? Building an Audience Engaging Fans Driving Behavior Social Media Platforms Avoiding Pitfalls Leveraging Players and Talent Wrap-Up Activities Your Marketing Plan Endnotes 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 Activities Your Marketing Plan Endnotes 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 Wrap-Up Activities Your Marketing Plan Endnotes Chapter 15. Putting It All Together Cross Effects Among the Five Ps Controlling the Marketing Function Wrap-Up Activities Your Marketing Plan Endnotes Chapter 16. The Shape of Things to Come From Our Crystal Ball From Our Crystal Ball Redux: By the Year 2020 Wrap-Up Endnotes Index About the Authors Audiences Undergraduate and graduate students who need a comprehensive understanding of the principles and practices of sport marketing; reference for sport management researchers and practitioners.

• ISBN: 9781450424981
• Editorial: HUMAN KINETICS PUBLISHERS
• Encuadernacion: Rústica
• Páginas: 504
• Fecha Publicación: 01/08/2014
• Nº Volúmenes: 1
• Idioma: