Sport marketing / Bernard Mullin, Stephen Hardy & William Sutton.

Enhanced descriptions from Syndetics:

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.

Table of contents provided by Syndetics

• Foreword
• Preface
• Acknowledgments
• Chapter 1 The Special Nature of Sport Marketing
• Global Marketing Strategy
• The Competitive Marketplace
• Sport Marketing Defined
• Marketing Myopia in Sport
• The Slowly Growing Sport Marketing Profession
• The Uniqueness of Sport Marketing
• A Model of the Sport Industry
• Consolidation in the Sport Industry
• Chapter 2 Strategic Marketing Management
• Sport Strategy Is More Than Locker Room Talk
• Implementing a Sport Marketing Program
• Strategic Step 1 Visualize and Position the Organization Vis-à -Vis the Market
• Strategic Step 2 Clarify Your Goals and Objectives
• Strategic Step 3 Develop a Marketing Plan
• Strategic Step 4 Integrate the Marketing Plan Into a Broader, Strategic Allocation of Resources That Ensure Success
• Strategic Step 5 Control and Evaluate the Plan's Implementation
• Chapter 3 Studies of Sport Consumers
• Types of Sport Consumer Studies
• Reading Sport Consumer Studies
• Chapter 4 Perspectives in Sport Consumer Behavior
• Socialization, Involvement, and Commitment
• Environmental Factors
• Individual Factors
• Decision Making for Sport Involvement
• Chapter 5 Data-Based Marketing and the Role of Research in Sport Marketing
• An Integrated Data-Based Approach to Marketing Sport
• Characteristics of an Ideal Data-Based Marketing System
• Customer Relationship Management (CRM) Systems
• Building the DBM System
• Role of Market Research
• Data Sources for an Effective Data-Based Marketing System
• Types of Primary Market Research Used in Sport
• Common Problems in Sport Marketing Research
• Chapter 6 Market Segmentation
• What Is Market Segmentation?
• Four Bases of Segmentation
• Integrated Segmentation Strategies and Tactics
• Chapter 7 The Sport Product
• What Is the Sport Product?
• The Sport Product: Its Core and Extensions
• Key Issues in Sport Product Strategy
• Chapter 8 Managing Sport Brands
• Importance of Brand Equity
• Benefits of Brand Equity
• How Brand Equity Is Developed
• Chapter 9 Licensed and Branded Merchandise
• What Are Licensing and Branding?
• A History of Licensed Products
• Industry Structure
• Current Issues and Trends in Licensing and Branding
• Chapter 10 Pricing Strategies
• The Basics of Pricing
• Core Issues
• Standard Approaches to Pricing
• Special Pricing Factors
• Writing About Price and Value
• Chapter 11 Promotions
• The Catchall P: Promotion
• Advertising
• Advertising Media for Sport
• Promotional Concepts and Practices
• Promotional Components
• The Ultimate Goal: Moving Consumers up the Escalator
• Putting it All Together-An Integrated Promotional Model
• Chapter 12 Sales
• Sales Defined
• Direct Data-Based Sport Marketing
• Typical Sales Approaches Used in Sport
• Tips for Effective Implementation
• Chapter 13 Promotional Licensing and Sponsorship
• Sponsorship Defined
• Sponsorship's Place Within the Marketing Mix
• The Growth of Sponsorship
• What Does Sport Sponsorship Have to Offer?
• Corporate Objectives
• Evaluating and Ensuring Sponsorship Effectiveness
• Selling the Sponsorship
• Ethical Issues in Sponsorship
• Chapter 14 Place or Product Distribution
• Placing Core Products and Their Extensions
• Theory of Sport and "Place"
• The Facility
• Evaluating Consumer Opinion
• Marketing Channels
• The Product-Place Matrix
• Chapter 15 Electronic Media
• The Electronic Media Landscape
• It's Not Just Play-by-Play
• The Digital Future
• Chapter 16 Public Relations
• Public Relations Defined
• Public Relations Functions
• Media Impact on Sport Public Relations
• Strategic Planning and Public Relations
• Integrating Sales, Promotion, Sponsorship, Media, and Community Relations
• Chapter 17 Coordinating and Controlling the Marketing Mix
• Cross-Impacts Among the Five Ps
• Controlling the Marketing Function
• Chapter 18 The Legal Aspects of Sport Marketing
• What Is Intellectual Property?
• Trademark Infringement
• Trademarks and the Internet
• Unfair Competition and Unfair Trade Practices
• Copyright Law and Sport Marketing
• Patents
• Right of Publicity and Invasion of Privacy
• Emerging Issues
• Chapter 19 The Shape of Things to Come
• Looking Ahead to 2011: A Sports Business Odyssey
• Looking Back for Inspiration but Looking Forward for Disruption
• My Fearless Predictions for the Next Five Years in Sport Sponsorship
• The Future of Team Sport Business
• Sport Industry Jobs in the Next Five Years
• From Our Crystal Ball
• From Our Crystal Ball Redux: By the Year 2012
• Appendix A Sport Industry Organizations
• Appendix B Sample Surveys
• Endnotes
• Index
• About the Authors

Author notes provided by Syndetics

Bernard J. Mullin, PhD, is currently president and chief executive officer of Atlanta Spirit, LLC. In this role he is in charge of guiding all facets of the Spirit''s operations, including overseeing all team and business operations for the NBA''s Hawks and NHL''s Thrashers and management of the world-class Philips Arena.

Mullin has nearly 30 years of experience in the sport management industry, involving executive positions with professional teams and leagues where he specializes in start-ups and turnarounds, breaking numerous all-time league ticket sales and attendance records. Before coming to Atlanta, Mullin served as the NBA''s senior vice president of marketing and team business operations. Mullin has also served as president and general manager of a minor league hockey team, the IHL''s Denver Grizzlies; senior vice president of business operations for the Colorado Rockies; and senior vice president of business for the Pittsburgh Pirates. He has also acted as the owner''s representative on major design and construction projects, including Coors Field and University of Denver''s award-winning athletic facilities.

Before and during his career in professional sports, Mullin spent several years in intercollegiate athletics and higher education. He served as vice chancellor of athletics for the University of Denver and as professor of sport management at the University of Massachusetts.

Mullin holds a PhD in business, an MBA, and an MS in marketing from the University of Kansas, where he coached the varsity soccer program, and a BA business studies from Coventry University in England, where he played soccer semiprofessionally for the Oxford City Football Club.

Stephen Hardy, PhD, is professor of kinesiology and coordinator of the sport studies program at the University of New Hampshire, where he is also an affiliate professor of history. At UNH since 1988, he serves as faculty representative to the NCAA and chairs the president''s Athletics Advisory Committee. In 2003-2004, he served as interim vice provost for undergraduate studies.

Hardy has also taught at the University of Massachusetts (where he earned his PhD), the University of Washington, Robert Morris College, and Carnegie Mellon University. Over three decades, he has taught courses in sport marketing, athletic administration, and sport history, as well as a popular introduction to the sport industry. Besides Sport Marketing , his publications include How Boston Played (1982, 2003) and numerous articles, book chapters, and reviews in academic presses. His reviews and opinions have also appeared in popular outlets such as the Boston Globe , the New York Times , and the Sports Business Journal . From 1995 to 1999, he was coeditor of the Sport Marketing Quarterly . In 1997, he was elected a fellow of the American Academy of Kinesiology and Physical Education. In May 2001, he won the Lifetime Research Award from UNH''s School of Health and Human Services.

Hardy has extensive experience in college athletics. He played hockey for Bowdoin in the late 1960s and cocaptained the 1969-70 team with his twin brother, Earl. After coaching stints at Vermont Academy and Amherst College, he joined the Eastern College Athletic Conference in 1976, where he served as assistant commissioner and hockey supervisor until 1979. During this time, he supervised collegiate championships in venues such as the Boston Garden and Madison Square Garden, and he worked closely with the NCAA Ice Hockey Committee and its affiliated championships. He served on the board of directors of the America East Athletic Conference from 2000 to 2002. In 2003, he was selected by the Hockey East Association as one of 20 special friends to celebrate the league''s 20th anniversary.

William A. Sutton, EdD, joined the University of Central Florida''s DeVos sport business management program in January 2004 as associate director and professor. Before joining the DeVos program, he was a professor in the department of sport studies at the University of Massachusetts at Amherst and also served as vice president of team marketing for the National Basketball Association. As principal of Bill Sutton & Associates, Sutton continues his industry involvement on a consulting basis, assisting professional sports teams and other sport organizations with marketing-related functions including sales, revenue enhancement, promotional activities, market research, advertising, customer service, strategic planning, and staffing.

Sutton is acclaimed for his extensive expertise in sport marketing and sales. He is a regular contributor to Sport Business Journal and Gigant del Basket , an Italian basketball publication. Sutton has also authored more than 100 articles (journal and practitioner) and has made more than 100 presentations to national and international audiences. He is past president of the North American Society for Sport Management and is a founding member of the Sport Marketing Association. Additionally, he was coeditor of Sport Marketing Quarterly and served on the editorial board of the International Journal of Sports Marketing and Sponsorship .

In addition to his work with the NBA, Sutton''s professional experience includes service as vice president of marketing and information systems for DelWilber + Associates, an international sports marketing firm; commissioner of the Mid-Ohio Conference; City of Pittsburgh special events coordinator; and YMCA executive director.