Help students understand the business of sports through a practitioner’s perspective. Written from the perspective of those who’ve been actively involved in the sports business, Sports Marketing addresses business and marketing issues pertinent to sports as observed by the practitioners and scholars themselves. Through its extensive presentation of current information, this text also helps encourage students to get actively involved and engaged in the process of sports entertainment.
Sports Marketing strives to depart from that practice by focusing on important conceptual, strategic, and actionable areas of the sports marketing function. Practitioner contributions come from the author team, and a high caliber roster of successful sports executives from media, marketing, and other areas of sports business.
Key Features
- Present information from the field:
- A practitioner’s approach. Most sports marketing texts are crafted using a marketing principles template. The organization and chapter themes of these texts are often too similar to Principles of Marketing texts.
- Industry experts highlights. Each chapter features an industry expert. Each expert was selected based on his or her knowledge and provided input on chapter content.
- Sports examples. Throughout the book, concepts are reinforced with examples of practices and events from the sports industry.
- Put students’ analytical skills into play:
- Critical thinking exercises, which are found throughout this text, require students to consider various situations faced by the sports marketers and sports executives.
- The end-of-chapter sports marketing cases put students in the role of decision maker, enabling students to apply knowledge and key concepts to business situations faced by actual sports brands.
- Expert insights. Each chapter concludes with Insider Insights, a question-and-answer feature with the chapter’s industry contributor.
- Preview the chapter’s game plan: Lead-in vignettes. Each chapter begins with a vignette related to sports marketing and the content of the chapter.
- Get students ready for the big leagues: Career planning. Many students take a sports marketing course because they have a serious interest in pursuing a career in sports business.
Contents
PART 1: INTRODUCTION TO SPORTS MARKETING
- Chapter 1: Sports Meets Marketing
PART 2: UNDERSTANDING CUSTOMERS
- Chapter 2: Examining Sports Entertainment Consumption
- Chapter 3: Understanding the Marketing Environment
- Chapter 4: Segmenting Audiences for Sports
PART 3: RESPONDING TO CUSTOMERS
- Chapter 5: Building a Relevant Brand
- Chapter 6: Defining the Product Offering
- Chapter 7: Tapping into Passion through Experiential Marketing
PART 4: ENGAGING CUSTOMERS
- Chapter 8: Planning the Brand Story — Communications Strategy
- Chapter 9: Creating the Brand Story — Communications Campaigns
- Chapter 10: Telling the Brand Story — Communications Channels
- Chapter 11: Leveraging the Sports Brand through Sponsorship-Linked Marketing
PART 5: SATISFYING AND SERVING CUSTOMERS
- Chapter 12: Measuring Sports Brand Performance
- Chapter 13: Living the Brand Promise: Delivery of Sports Experiences
- Chapter 14: Preparing Future Sports Marketers
Book Details
- Hardcover: 416 pages
- Publisher: Prentice Hall; 1 edition (c2013)
- Language: English
- ISBN-10: 0132135469
- ISBN-13: 978-0132135467
- Product Dimensions: 0.8 x 8.4 x 10.8 inches
- List Price: $134.80