Now in a fully revised and updated 5th edition, Sports Marketing: A Strategic Perspective is the most authoritative, comprehensive and engaging introduction to sports marketing currently available. It is the only introductory textbook to adopt a strategic approach, explaining clearly how every element of the marketing process should be designed and managed, from goal-setting and planning to implementation and control. Covering all the key topics in the sports marketing curriculum, including consumer behavior, market research, promotions, products, pricing, sponsorship, business ethics, technology and e-marketing, the book introduces core theory and concepts, explains best practice, and surveys the rapidly-changing, international sports business environment. Every chapter contains extensive real-world case studies and biographies of key industry figures and challenging review exercises which encourage the reader to reflect critically on their own knowledge and professional practice. The book’s companion website offers additional resources for instructors and students, including an instructors' guide, test bank, presentation slides and useful weblinks. Sports Marketing: A Strategic Perspective is an essential foundation for any sports marketing or sports business course, and an invaluable reference for any sports marketing practitioner looking to improve their professional practice.
Sport Marketing presents a modernized, current-day approach to the dynamic world of sport marketing.
"The world of sports marketing can be both exciting and challenging when working with high-level endorsements, licensing agreements, and high profile clients.
This edition concentrates on the rising costs, escalating salaries, the price of new stadiums and arenas, and sports ethics versus the incredible appetite of consumers for sports.
Publisher description
Sports Marketing presents this field as a new discipline, helping readers gain a stronger understanding of how to apply marketing strategies and tactics within the sports marketing environment. Fullerton crafted...
Defining the primary role of the sports marketer as revenue generation, the book is structured around the three main channels through which this can be achieved — ticket sales, media and sponsorship — and explores key topics such as: ...
Tommy Walker Jeanne Taylor Michele Tennery Ron Thomas Stephen Joel Trachtenberg Jim Tunney Peter Ueberroth Osmund Ueland Lesa Ukman Jim Vandak Hugh Wakeham Clay Walker Neville Water Bob Waterman Armstrong Williams Oprah Winfrey Dan ...
Sport Promotion and Sales Management. 2nd ed. Champaign, IL: Human Kinetics, 2008. Morgan, Melissa Johnson, and Jane Summers. Sports Marketing. Victoria, Australia: Cengage Learning Australia, 2005 Mullin, Bernard, Stephen Hardy, ...
Example: Li Ning Li Ning, the Chinese athletic footwear and apparel company, grew quickly following the 2008 Beijing Olympics. The company's profile was heightened when Li Ning, the eponymous founder of the company, lit the Olympic ...
Changing the Game is the first complete account of Host's professional life, detailing his achievements in sports radio, management, and broadcasting; his time in minor league baseball, real estate, and the insurance business; and his foray ...