Product Description

The first edition of Sport Marketing, published in 1993, was a groundbreaking text in the emerging sport management field. Now, the three internationally recognized experts who helped define the field have updated and expanded their pioneering text. Sport Marketing (Second Edition) reflects the latest developments in the industry and contains valuable new information for students as well as practitioners.

Authors Mullin, Hardy, and Sutton have not simply borrowed mainstream marketing theory and applied it to sports—they've actually built distinct new theory about sport marketing based on their own extensive field experience and research. With this accessible, entertaining text readers will become skilled at

• Studying and understanding the market • Developing a marketing strategy • Clarifying a sport organization's needs and goals • Implementing marketing plans through sponsorship, licensing, pricing, promotions, advertising, broadcasting, and sales

The authors illustrate important principles and practices with real-life examples and illustrations. Abundant case studies translate sport marketing professionals' experiences into learning scenarios that help readers understand how to apply the core concepts. The book includes chapter objectives and summaries (Wrap-Ups) to guide students through the material.

The second edition features four new chapters that address timely and practical topics:

• Licensed and branded merchandise • Sales (management and applications) • Electronic media (including information on the use of the Internet for sport marketing) • Legal aspects of sport marketing

A supplemental CD-ROM complements the new chapter on sales with real-world examples of high-level sales presentations.

The book concludes with a collection of writings by leading sport marketing professionals Jerry Solomon, Shawn Hunter, Jim Kahler, Lesa Ukman, Alan Freidman, Alycen C. McAuley, Harrison S. Campbell, and D. Mitchell Wheeler. These professionals as well as the authors themselves offer their thoughts on future trends in the field.

Essential for students and practitioners alike, Sport Marketing integrates and applies broad theory and specific examples to teach readers the fundamental principles of successful sport marketing.

Product Details

• Amazon Sales Rank: #286350 in Books
• Published on: 2007-04-01
• Number of items: 1
• Binding: Hardcover
• 539 pages

Synopsis
Over 30,000 copies of previous editions are sold worldwide. This work is aimed at students and lecturers in sport marketing, and professionals. It is thoroughly updated to reflect changes in this rapidly evolving industry. It includes valuable new material and case studies, designed to prepare students for careers in the industry. New and updated topics include branding, research, technological change and the future of sport business. Readers will learn how to build a sport marketing plan, study consumer behaviour, gain an understanding of market segmentation and pricing. It includes extensive information on promotion, sales, distribution and sport PR.

About the Author
Bernard J. Mullin, PhD, is a principal in the Aspire Group, a Denver-based sport marketing and consulting firm with a prestigious list of professional team, arena, and sport facility clients. His ten years as an executive in professional team sport include President/General Manager of the Denver Grizzlies, Senior Vice President of Business Operations for the Pittsburgh Pirates from 1986-1990, and Senior Vice President of Business Operations for the Colorado Rockies from 1991-1993. In all capacities, he initiated an increase in attendance and profitability. He has been dubbed the “father of sport marketing theory” and the “guru of ticket sales.”

Besides his experiences in professional sport, Dr. Mullin spent twelve years in higher education. As Vice Chancellor of Athletics at the University of Denver, he took a Division II program to NCAA Division I classification, significantly increased ticket sales and more than tripled sponsorship revenues. As a professor of Sport Management at the University of Massachusetts, Dr. Mullin helped evolve the program to international prominence.

Stephen Hardy, PhD, is a Professor and Coordinator of the Sport Studies Program at the University of New Hampshire. A Fellow of the American Academy of Kinesiology and Physical Education, Dr. Hardy previously served as the Assistant Commissioner of the Eastern College Athletic Conference. In his 25 years in the field, he has supervised championships in venues such as the Boston Garden and Madison Square Garden and he has conducted projects for and with teams in Seattle, Pittsburgh, Cleveland, and Boston. In 1997, he was appointed UNH’s faculty representative to the NCAA.

William A. Sutton is an Associate Professor and Graduate Program Director in the Sports Studies department at the University of Massachusetts-Amherst. Prior to assuming his present position, Dr. Sutton served as Vice President for Information Services for Dilbert+ Associates, a sport and lifestyle marketing a