Canadian sport marketing
Author(s)
Bibliographic Information
Canadian sport marketing
Human Kinetics, c2022
3rd ed
- : pbk
Available at / 1 libraries
-
No Libraries matched.
- Remove all filters.
Note
Other authors: Benoit Séguin, Gashaw X. Abeza, Michael L. Naraine
Includes bibliographical references (p. 361-370) and index
Description and Table of Contents
Description
The rapid professionalization of marketing in the sport industry has helped vault the business of sport into the upper echelons of the economy. Innovative, effective, timely, and culturally sensitive marketing allows sport managers to vie for consumer attention in an ever-expanding marketplace of competitors.
Canadian Sport Marketing, Third Edition With HKPropel Access, brings to life the fundamental principles of marketing, drawn from Canadian experience, with the end goal of providing students with a toolbox of useful tactics, frameworks, models, and knowledge to support a promising career or future learning in sport marketing. It covers essential topics, including the Canadian sport system and Canadian consumer behavior, market research, branding, pricing, sponsorship, ambush marketing, traditional media, social media, and digital marketing. Additionally, a sample marketing plan provides instructors an invaluable opportunity for assigned experiential learning and gives students a practical tool for use in early career work.
The only text focusing on Canadian sport marketing, this edition has been extensively updated to foster applied learning in sport marketing concepts and theories, supported by expert perspectives from the Canadian sport industry. Over 40 sport industry executives and experts contribute to the In the Know sidebars, Executive Perspective, and case studies, which draw from the most successful Canadian sport brands, events, and organizations to provide real-life application of the material.
Authors Norm O'Reilly and Benoit Seguin welcome Gashaw Abeza and Michael Naraine, forming an author team with comprehensive professional experience in the Canadian sport sector. With reflections on, and references to, a variety of Canadian and provincial sport entities, this third edition offers the following:
Learning objectives provide students a road map to navigate the content while maximizing retention.
In the Know sidebars direct student attention to the consideration of real-world situations and sport business analysis.
Executive Perspective sidebars, written by individuals who work within the industry, bring sport marketing concepts to life by using examples from Canadian sport businesses.
Case studies in HKPropel allow enhanced practical application and use real Canadian examples with questions to ensure critical analysis and understanding.
Test Your Knowledge questions help students assess their learning. Answers are provided in the instructor guide.
A glossary helps students identify and learn key vocabulary within the text.
A sample marketing plan provides an opportunity to review a completed marketing plan, and students can also use it as a template for creating their own plan.
Also new to Canadian Sport Marketing, Third Edition, are case studies and quizzes delivered through HKPropel. These are designed to increase student engagement and help students more deeply examine their comprehension of the material.
Strengthen and prepare students for future success in the sport industry with Canadian Sport Marketing, Third Edition With HKPropel Access.
Note: A code for accessing HKPropel is included with this ebook.
Table of Contents
- Foreword Richard Pound, IOC Member Introduction Bob Wanzel, Founding Director, Institute for Sport Marketing, Laurentian University Part I. Introducing Canadian Sport Marketing Chapter 1. An Introduction to Sport Marketing Executive Perspective: Mark Harrison, President and CEO, The T1 Agency Athlete Perspective: Curtis Knight, National Lacrosse League (NLL) Player and Marketing Professional Expert Perspective: Jonathon Edwards, Associate Professor of Kinesiology, University of New Brunswick What Is Marketing? The Uniqueness of Sport Marketing Chapter Summary Test Your Knowledge Key Terms Chapter 2. The Canadian Sport Industry Executive Perspective: Katherine Henderson, CEO, Curling Canada Executive Perspective: Scott McRoberts, Director of Athletics, University of Guelph A Brief Introduction to Canada Sport Organizations in Canada Sport Events in Canada Sport Facilities in Canada Professional Sport University and College Sport Olympic Sport Grassroots and Amateur Sport Chapter Summary Test Your Knowledge Key Terms Chapter 3. Sport-Market Research Executive Perspective: Krista Benoit, President and CEO, iSPARK Consulting Executive Perspective: Indivar Kushari, COO, Q.i. Value Systems Inc., and Former Chief Data and Information Officer, Canadian Football League Time as a Key Element in Marketing Research The Uses of Marketing Research Types of Market Research Types of Data Sources The Market Research Process Chapter Summary Test Your Knowledge Key Terms Chapter 4. The Canadian Sport Consumer Executive Perspective: Rebecca Shanks, Vice President, The T1 Agency Expert Perspective: Luke R. Potwarka, Director of the Spectator Technology and Experience (SEAT) Laboratory and Associate Professor of Recreation and Leisure Studies, University of Waterloo Understanding Sport Consumption Sport Consumption as Spectators Sport Consumption as Participants Chapter Summary Test Your Knowledge Key Terms Part II. Segmentation, Targeting, and Positioning and the Canadian Sport-Marketing Mix Chapter 5. Segmentation, Targeting, and Positioning in Canadian Sport Executive Perspective: Dale Hooper, Former Chief Brand Officer, Rogers, and Past Vice President of Marketing and Consumer Insights, PepsiCo Expert Perspective: Katie Sveinson, Assistant Professor in the School of Sport, Tourism and Hospitality Management, Temple University
- and Larena Hoeber, Professor of Kinesiology and Health Studies and Associate Dean for Graduate Studies, Research, and Special Projects, University of Regina Segmentation, Targeting, and Positioning (STP) as Economic Advantage STP as the Bridge to Marketing Strategy Market Selection Targeting Positioning Common Target Markets in Canadian Sport Chapter Summary Test Your Knowledge Key Terms Chapter 6. The Sport Product Executive Perspective: Darryl Boynton, Associate Vice President of Partnerships, Canadian Tire Corporation Expert Perspective: Terry Eddy, Assistant Professor of Sport Management, University of Windsor What Is the Sport Product? Sport Product Forms Sport Brands Packaging Elements of the Sport Product Chapter Summary Test Your Knowledge Key Terms Chapter 7. The Digital Sport Product Executive Perspective: David Thomson, Vice President and Managing Director, NFL Canada Executive Perspective: Mark Nadolny, Products Manager-Digital and Data, Canadian Olympic Committee Expert Perspective: Alanna Harman, Assistant Professor of Kinesiology and Physical Education, Wilfrid Laurier University Expert Perspective: Elio Antunes, President and CEO, ParticipACTION What Makes a Sport Product Digital? Why Is the Digital Sport Product Special? What Are the Two Types of Digital Sport Products? Chapter Summary Test Your Knowledge Key Terms Chapter 8. Branding in Sport Executive Perspective: Scott Smith, President and CEO, Hockey Canada Executive Perspective: Leah MacNab, Managing Director, National Basketball Association (NBA) Canada Expert Perspective: Vijay Setlur, Sport Marketing Instructor in the Schulich School of Business, York University Branding and Sport Building Brand Equity The Branding Process Real-Life Brand Management Chapter Summary Test Your Knowledge Key Terms Chapter 9. Pricing in Sport Marketing Expert Perspective: Mike Alcorn, Consultant, International Institute for Sport Business and Leadership Expert Perspective: Peter Tingling, Associate Dean of the Undergraduate Program and Associate Professor of Management Information Systems in the Beedie School of Business, Simon Fraser University Executive Perspective: Matt Afinec, President and COO, Hamilton Tiger-Cats Football Club, 2021 Grey Cup Festival, and Forge FC Hamilton Soccer Club Price: What Is It? Price and the Four Ps Price and Value Ethics and Pricing Setting Price Break-Even Analysis Controlling Costs Key Pricing Issues Chapter Summary Test Your Knowledge Key Terms Chapter 10. Sport Promotion Executive Perspective: Cameron Kusch, President, Guelph Nighthawks Basketball Club Executive Perspective: Erin Mathany, Vice President of Marketing and Partnerships, Canada Games Council Promotion Promotional Mix Executional Elements of Promotions Chapter Summary Test Your Knowledge Key Terms Chapter 11. Media and Distribution in Sport A Brief History of the Sport Media Business Overview of Media Rights Revenue Models of Delivering Sport Content Key Players in the Sport Media Business in Canada Media Relations Management Distribution of Tangible Sport Products and Events Chapter Summary Test Your Knowledge Key Terms Chapter 12. Social Media and Distribution in Sport Executive Perspective: John Delaney, Manager of Social Media, True North Sports + Entertainment-Winnipeg Jets Expert Perspective: Olan Scott, Assistant Professor of Sport Management, Brock University Social Media and Its Distinguishing Features Dimensions of Social Media Use in Sport Marketing Practical Guide: Managing Social Media Platforms Return on Investment from Social Media in Sport Chapter Summary Test Your Knowledge Key Terms Part III. Important Strategic Elements of Sport Marketing in Canada Chapter 13. Sport Sponsorship Executive Perspective: Brenda Woods, Vice President of Marketing, Visa Canada Executive Perspective: Don Mayo, Global Managing Partner, IMI International Market Trends in Canadian Sponsorship Sponsorship and Activation History of Sponsorship Sponsorship and Its Roots in Philanthropy Relationship of Sponsorship to Marketing Relationship Between Sponsorship and Advertising Corporate Objectives and Sponsorship Reaching the Target Market Sponsorship and Olympic and Paralympic Sport Properties Chapter Summary Test Your Knowledge Key Terms Chapter 14. Building Successful Sport Sponsorships Executive Perspective: Gavin Roth, Founder and Managing Partner, Gavin Roth + Associates Revenue Consultants Inc. Executive Perspective: Francois Robert, Executive Director of Partnerships, Canadian Paralympic Committee Sponsorship Stakeholders Sponsorship in Canada-A Model for Sport Sponsorship Success Step 1: Presponsorship Practices Step 2: Negotiation Stage Step 3: Sponsorship Life Step 4: Sponsorship Termination Best Practices in Canadian Sport Sponsorship Chapter Summary Test Your Knowledge Key Terms Chapter 15. Ambush Marketing The Business Impact of Ambush Marketing What Does Ambush Marketing Look Like? Ambush Marketing: An Alternative to Traditional Sponsorship Strategies? Research on Ambush Marketing Strategies of Ambush Marketing Counterambushing Strategies Ambush Marketing and Clutter Chapter Summary Test Your Knowledge Key Terms Chapter 16. Technology in Sport Marketing Expert Perspective: Dr. Cheri Bradish, Associate Professor of Marketing Management, Ryerson University Executive Perspective: Costa Kladianos, Vice President of Innovation and Technology, Canlan Ice Sports Information Technology and Information Systems Information Systems in the Marketing Cycle Chapter Summary Test Your Knowledge Key Terms Chapter 17. Social Marketing in Sport Executive Perspective: Allison Sandmeyer-Graves, CEO, Canadian Women & Sport Expert Perspective: David Legg, Professor, Mount Royal University What Is Social Marketing? When Is Social Marketing Appropriate? Understanding Social Marketing and the Company and Consumer Segmentation, Targeting, and Positioning (STP) for Social Marketers Social-Marketing Strategy Target Market: High-Performance Sport Chapter Summary Test Your Knowledge Key Terms Chapter 18. Sport-Marketing Strategy Implementation and Evaluation Executive Perspective: Paul Ausman, Manager of Event Services, Ottawa Sports and Entertainment Group Expert Perspective: Dana Lee Ellis, Associate Professor in the School of Sports Administration Management, Laurentian University Executive Perspective: Johnny Misley, CEO, Ontario Soccer, and Board of Directors, League1 Ontario Marketing-Strategy Implementation in Sport Marketing-Strategy Evaluation in Sport Chapter Summary Test Your Knowledge Key Terms Chapter 19. Olympic Marketing Executive Perspective: Andrew Baker, Vice President of International Relations and Public Affairs, Canadian Olympic Committee Executive Perspective: Debbie Low, CEO, Canadian Sport Institute Ontario Executive Perspective: David Bedford, CEO, Athletics Canada History of Olympic Sponsorship: 1896 to 1976 IOC's Sponsorship Expansion: 1976 to the Present Olympic Broadcasting The Olympic Programme (TOP) Sponsorship Program The Olympic Brand Olympic Marketing in Canada Chapter Summary Test Your Knowledge Key Terms Chapter 20. Marketing Plan Example Executive Perspective: Dan MacKenzie, President, Canadian Hockey League The Desert Dry Rack: A Product by Desert Sports Limited Introduction and Acknowledgement Executive Summary Market Research Situation Analysis Competition Analysis Marketing Strategy Financials Chapter Summary
by "Nielsen BookData"
