Sport marketing
著者
書誌事項
Sport marketing
Human Kinetics, c2022
5th ed
- : pbk
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注記
Other authors: Patrick Walsh, Chad McEvoy, Stephen McKelvey
Originated by: Bernard J. Mullin, Stephen Hardy, William A. Sutton
Includes bibliographical references (p. 423-454) and index
内容説明・目次
内容説明
Sport marketing is more accessible than ever, with sport business professionals, companies, the media, athletes, teams, coaches, and fans connecting in new ways and with new experiences. Sport Marketing, Fifth Edition With HKPropel Access, presents a modernized, current-day approach to the dynamic industry of sport marketing. A full-color presentation brings this vibrant field to life with comprehensive coverage-balanced between theoretical and practical-to provide an understanding of the foundations of sport marketing and how to enhance the sport experience.
Building on the legacy that Bernard Mullin, Stephen Hardy, and William Sutton established in the first four editions, a new author team, handpicked by their predecessors, draw from their modern experience in the field to add a fresh perspective to this essential text. They bring the sport industry directly to the reader through extensive industry examples, interviews of top sports executives, challenging case studies, and global perspectives from teams, leagues, and other agencies around the world. Reflecting the evolving landscape of sport marketing, the text will prepare students to stay on the leading edge with the following updates:
A focus on current and emerging technologies and how they have revolutionized the sport industry-ranging from mobile video streaming and fantasy sports to artificial intelligence and virtual reality
Greater emphasis on data and analytics to make more informed business decisions
In-depth examination of how social media and digital platforms serve as critical communication channels to drive sport marketing strategy and execution
New content on target marketing, including understanding millennial sports fans and engaging with Generation Z
Updated coverage of sales processes, addressing both traditional methods and new strategies for the mobile age
Discussion of modern ticketing practices and the secondary ticket market, including how leagues partner with secondary ticket providers and the impact on pricing strategies
Also new to the fifth edition are related online learning aids, now delivered through HKPropel, designed to engage students and test comprehension of the material. Exclusive video interviews with sport industry leaders offer insights into how they incorporate marketing strategies into their daily work. Discussion questions and activities for each chapter guide students to apply core concepts, and web search activities provide opportunities for students to compare strategies found on sport organization websites and other online locations.
In addition, chapter objectives, an opening scenario, sidebars highlighting key concepts, and Wrap-Up, Activities, and Your Marketing Plan sections at the ends of chapters offer students additional learning tools as they explore how fans, players, coaches, the media, and companies interact to drive the sport industry.
With Sport Marketing, Fifth Edition With HKPropel Access, students will develop valuable marketing skills and prepare for a successful career in the competitive world of sport marketing.
Note: A code for accessing HKPropel is included with this ebook.
目次
Chapter 1. The Special Nature of Sport Marketing
Sport Marketing Then and Now
The Sport Industry
Sport Marketing Defined
Marketing Myopia in Sport
Uniqueness of Sport Marketing
Wrap-Up
Chapter 2. Strategic Marketing Management
Marketing Planning Process
Strategic Step 1: Develop Vision, Mission, and Values
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
Marketing Models
Wrap-Up
Chapter 3. Understanding the Sport Consumer
Socialization, Involvement, and Commitment
External Factors
Internal Factors
Responses
Wrap-Up
Chapter 4. Market Research and Analytics in the Sport Industry
Sources of Information
Users of Market Research in Sport and Entertainment
Application of Market Research in the Sport Industry
Performing the Right Research
Data Analytics
Wrap-Up
Chapter 5. Market Segmentation and Target Marketing
What Is Market Segmentation?
Four Bases of Segmentation
Target Marketing
Wrap-Up
Chapter 6. The Sport Product
What Is the Sport Product?
The Sport Product: Its Core and Extensions
Key Issues in Sport Product Strategy
Wrap-Up
Chapter 7. Managing Sport Brands
What Is Branding?
Importance of Brand Equity
Benefits of Brand Equity
How Brand Equity Is Developed
Leveraging Brand Equity
Identifying and Measuring Your Brand
Protecting the Brand
Additional Brand Management Considerations
Wrap-Up
Chapter 8. Promotion and Paid Media
Promotion: The Driver to Sales
Paid Media
Advertising Media for Sport
Promotional Concepts and Practices
Promotional Components
Ultimate Goal of Sport Marketing: Get and Keep Consumers in the Frequency Elevator
Putting It All Together: An Integrated Promotional Model
Wrap-Up
Chapter 9. Public Relations
What Is Public Relations?
Public Relations in the Sport Marketing Mix
Sport Public Relations and Content Creation in the Digital and Social Media Age
Public Relations, Advocacy, and the Art of Influencing Public Opinion
Sport, Television, and Entertainment Influence on Sport Public Relations
Wrap-Up
Chapter 10. 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
Athlete Endorsement
Sponsor Activation
Selling Sponsorships
Ethical Issues in Sponsorship
Wrap-Up
Chapter 11. Social Media in Sports
What Is Social Media?
Social Media and the Marketing Mix
Building an Audience
Engaging Fans
Social Media Platforms
Leveraging Players and Talent
Wrap-Up
Chapter 12. Sales and Service
Relationship Between Media, Sponsors, and Fans and the Sales Process
What Is Sales?
Database Sport Marketing and Sales
Typical Sales Approaches Used in Sport
Pricing Basics
Secondary Ticket Market
Customer Lifetime Value, Service, and Retention
Wrap-Up
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
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
Chapter 15. The Evolving Nature of Sport Marketing
Cross-Effects Among the Five Ps
Controlling the Marketing Function
The Shape of Things to Come
Wrap-Up
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