Sport Marketing - 3rd Edition / Edition 3

by Bernard Mullin

Overview

The first edition of Sport Marketing 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.

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 strategy

Clarifying the sport organization's needs and goals

Implementing marketing plans through sponsorship, licensing, pricing, promotions, advertising, broadcasting, and sales Abundant case studies translate several sport marketing professionals' experiences into learning scenarios that help readers understand how to apply the core concepts. There are also chapter objectives and summaries (Wrap-Ups) to guide students through the material, plus a collection of observations on future trends in the field contributed by leading sport marketing professionals.

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

ISBN-13:	2900736060522
Publisher:	Human Kinetics Publishers
Publication date:	03/20/2007
Edition description:	Older Edition
Pages:	552
Product dimensions:	6.00(w) x 1.25(h) x 9.00(d)

About the Author

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, 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 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, currently serves as a professor and associate department head for the DeVos Sport Business Management graduate program at the University of Central Florida. In addition to his duties at UCF, Dr. Sutton is the founder and principal of Bill Sutton & Associates, a consulting firm specializing in strategic marketing and revenue enhancement. Before assuming his current positions, Dr. Sutton served as vice president of team marketing and business operations for the National Basketball Association and has held academic appointments at Robert Morris University, Ohio State University, and the University of Massachusetts at Amherst.

In addition to Sport Marketing, Dr. Sutton is a coauthor of Sport Promotion and Sales Management. He has also authored more than 100 articles and has made more than 100 national and international presentations. Dr. Sutton is a past president of NASSM and a founding member of the Sport Marketing Association (SMA) and Sport Marketing Quarterly, where he has also served as coeditor. Dr. Sutton is a featured author for Street and Smith's Sports Business Journal (SBJ) and for the basketball strategy and business magazines Basketball Gigante and FIBA Assist published in Italy.

Dr. Sutton's professional experience includes service as a special events coordinator for the City of Pittsburgh, a YMCA director, vice president of information services for an international sport marketing firm, commissioner of the Mid-Ohio Conference, and cofounder and principal of the consulting firm Audience Analysts. Dr. Sutton received his BA, MS, and EdD from Oklahoma State University, where he was inducted into the College of Education Hall of Fame in 2003. Dr. Sutton is also an inaugural member of the Robert Morris University Sport Management Hall of Fame (2006).

Table of Contents

Foreword by David J. Stern, Commissioner of the National Basketball Association
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

Editorial Reviews

New edition of a text in which Stephen Hardy (U. of New Hampshire), Bernard J. Mullin (Roller Hockey International, Inc.) and William A. Sutton (U. of Massachusetts-Amherst) present new theory about sport marketing based on their own extensive field experience and research. The 18 chapters reveal how to study and understand the market, develop a marketing strategy, clarify a sport organization's needs and goals, and implement marketing plans through sponsorship, licensing, pricing, promotions, advertising, broadcasting and sales. Case studies translate several professionals' experiences into learning scenarios. Concludes with observations of future trends in the field. Annotation c. Book News, Inc., Portland, OR (booknews.com)

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