Sports Marketing: A Strategic Perspective, 5th edition / Edition 5

by Matthew D. Shank, Mark R. Lyberger

Overview

Now in a fully revised and updated 5^th 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.

Product Details

ISBN-13:	9781138015968
Publisher:	Taylor & Francis
Publication date:	11/21/2014
Edition description:	New Edition
Pages:	672
Product dimensions:	7.44(w) x 9.69(h) x (d)

About the Author

Matthew D. Shank is a Professor of Marketing and took office in July 2011 as the President of Marymount University in Arlington, Virginia, USA. Prior to Marymount, he served as Dean of the University of Dayton School of Business Administration. His teaching and research interests include consumer behavior, marketing research and sports marketing and he recently served as editor of Sport Marketing Quarterly

Mark R. Lyberger is an Associate Professor at Kent State University, USA, where he serves as the undergraduate coordinator of Sport Administration and graduate coordinator of Sport & Recreation Management. His research interests have focused on consumer consumption behavior, sponsorship, marketing, marketing analytics, and leadership. He currently serves as the editor of The Journal of Sport

Table of Contents

Preface Part I: Contingency Framework for Strategic Sports Marketing Chapter 1. Emergence of Sports Marketing Chapter 2. Contingency Framework for Strategic Sports Marketing Part II: Planning for Market Selection Decisions Chapter 3. Research Tools for Understanding Sports Consumers Chapter 4. Understanding Participants as Consumers Chapter 5. Understanding Spectators as Consumers Chapter 6. Segmentation, Targeting, and Positioning Part III: Planning the Sports Marketing Mix Chapter 7. Sports Product Concepts Chapter 8. Managing Sports Products Chapter 9. Promotion Concepts Chapter 10. Promotion Mix Elements Chapter 11. Sponsorship Programs Chapter 12. Pricing Concepts and Strategies Part IV: Implementing and Controlling the Strategic Sports Marketing Process Chapter 13. Implementing & Controlling the Strategic Sports Marketing Process Appendix A. Career Opportunities in Sports Marketing Appendix B. Sports Marketing Sites of Interest on the Internet

Preface

One of the greatest challenges for sports marketers is trying to keep pace with the ever changing, fast-paced environment of the sports world. Since the first edition of this text was published six years ago, amazing changes have taken place and challenges to sports marketers emerge daily. First, costs have been rising quickly. Athlete salaries continue to escalate. Alex Rodriguez was recently traded to the New York Yankees, who now pay salaries totaling over $107 million to their starting lineup. To pay for this, new stadiums and arenas have been built at a rapid pace. Industry experts estimate that more than $7 billion will be spent on new facilities for professional teams before 2006.

Each ticketholder will also pay more to attend the games in these plush new facilities. Ticket prices continue to increase and drive the common fan out of the sport arena. For instance, the average seat at a NBA game doubled from $22.52 in 1991 to $44.68 in 2003. But this may not be the largest problem in sports, as TV ratings continue sinking. NBC's coverage of the 2000 Summer Games drew the lowest ratings for a Summer or Winter Olympics since 1968.

The NBA finals ratings fell 38% to a 32 year low. The NCAA men's college basketball title game drew its lowest rating since CBS started airing the event in 1982. Major League Baseball's All-Star game tied for the worst-ratings ever and Fox Sports' telecast of the World Series in 2003 produced the lowest-rated World Series in history. New leagues such as the National Pro Fastpitch continue to emerge, and recently formed leagues like the WUSA, WPBA and the XFL have played their last game.

The one constant in this sea of change is the incredible appetite of consumers for sports. We get sports information on the Web, watch sports on network and cable tv, read about sports in the newspaper and sports magazines, talk to friends about sports, purchase sports merchandise, participate in sports, and attend sporting events in record numbers. The sports industry has experienced tremendous growth over the last fifteen year and is currently estimated to be a $350 billion industry in the United States. Moreover, the sports industry is flourishing around the globe. The expansion of the sports industry has triggered a number of important outcomes: More sports related jobs are being created and more students are interested in careers in the sports industry. As student interest grows, demand for programs in sports administration and classes in sports marketing have also heightened.

In this book, we will discover the complex and diverse nature of sports marketing. Moreover, a framework will be presented to help explain and organize the strategic sports marketing process. Even if you are not a sports enthusiast, you should become excited about the unique application of marketing principles and processes to the sports industry.

Why This Book?

Programs and courses in sports marketing are emerging at universities across the country. Surprisingly, few sports marketing textbooks exist and none is written from a strategic marketing perspective. In the first edition of this book, I sought to fill this void. The second edition represented an effort to improve the first edition and capitalize on its strengths. The third edition attempts to continuously improve the content and focus on the current relevant issues in sport marketing. My goals for the third edition are to provide:

• A framework or conceptual model of the strategic marketing process that can be applied to the sports industry. The contingency framework is presented as a tool for organizing the many elements that influence the strategic sports marketing process and recognizes the unpredictable nature of the sports industry. In addition, the contingency framework allows us to explore complex relationships between the elements of sports marketing.
• An appreciation for the growing emphasis on the globalization of sport. As such, international sport topics are integrated throughout the text, and are also highlighted in chapters with a "Spotlight on International Sports Marketing."
• An examination of current research in the area of sports marketing. The study of sports marketing is still in its relative infancy and academic research of interest to sports marketers (e.g., sports sponsorships, using athletes as endorsers, and segmenting the sports market) has grown exponentially since the first edition of this text. It is important that students learn how academic research is applied to the "real world" of sports marketing.
• An understanding of the ethical issues emerging in sport and their impact on sports marketing decision. In today's scandal laden environment, it's important for students of sports marketing to be able to identify and respond to ethical issues of the day.
• A balanced treatment of all aspects of sports marketing at all levels. This book attempts to capture the diverse and rich nature of sporting marketing by covering the marketing of athletes, teams, leagues, and special events. Although it is tempting to discuss only "major league" sports because of their intense media coverage, the book explores different sports (e.g., cricket and women's football) and different levels of competition (e.g., collegiate and recreational). Moreover, the book discusses the activities involved in marketing to participants of sports—another area of interest to sports marketers.
• An introduction of the concepts and theories unique to sports marketing and review the basic principles of marketing in the context of sports. Even though many of the terms and core concepts are repetitive, they often take on different meanings in the context of sports marketing. Consider the term sports involvement. Although you probably recognize the term product involvement from your Principles of Marketing and/or Consumer Behavior class, what is sports involvement? Is involvement with sports based on participation or watching sports? Is involvement with sports deeper and more enduring than it is for other products that we consume? How can sports marketers apply sports involvement to develop a strategic marketing plan? As you can see, the core marketing concept of involvement in the context of sports presents a whole new set of interesting questions and a more comprehensive understanding of sports marketing.
• Comprehensive coverage of the functions of sports marketing. While some texts focus on specialized activities in sports marketing, such as sports media, this book seeks to cover all of the relevant issues in designing an integrated marketing strategy. Extensive treatment is given to understanding consumers as spectators and participants. In addition to planning the sports marketing mix (product, price, promotion, and place), we will examine the execution and evaluation of the planning process.

Ground Rules

This text is organized into four distinct but interrelated parts. Each part represents an important component in the strategic sports marketing process.

Part I: Contingency Framework for Strategic Sports Marketing
In Chapter 1, we introduce sports marketing and illustrate the breadth of the field. In addition, we will take a look at the unique nature of sports products and the sports marketing mix. Chapter 2 presents the contingency framework for strategic sports marketing. This chapter also highlights the planning, implementation and control phases of the strategic sports marketing process. In Chapter 3, the impact of the internal and external contingencies on the strategic sports marketing process is examined. Internal contingencies such as the sports organization's mission and organizational culture are considered, as are external contingencies like competition, the economy and technology.

Part II: Planning for Market Selection Decisions
Chapter 4 presents an overview of the tools used to understand sports consumers—both participants and spectators. Each step in the marketing research process is discussed, illustrating how information can be gathered to aid in strategic decision-making. In Chapters 5 and 6, respectively, participants and consumers of sport are studied. Chapter 5 examines the psychological and sociological factors that influence our participation in sport, while Chapter 6 looks at spectator issues such as fan motivation. In addition, we will discuss the relationship between the participant and spectator markets. Chapter 7 explores the market selection decisions of segmentation, targeting, and positioning in the context of sport.

Part III: Planning the Sports Marketing Mix
Chapters 8 to 15 explain the sports marketing mix, the core of the strategic marketing process. Chapters 8 and 9 cover sports product issues such as brand loyalty, licensing, and the new product development process. Chapter 10 introduces the basic promotion concepts, and Chapter 11 gives a detailed description of the promotion mix elements of advertising, public relations, personal selling, and sales promotions. Chapter 12, the final chapter on promotion, is devoted to designing a sports sponsorship program. In Chapter 13, the sports distribution function is introduced. Then the discussion turns to sports retailing, the stadium as place, and sports media as a type of distribution channel. The final chapters of Part III tackle the basic concepts of pricing (Chap. 14) and pricing strategies (Chap. 15).

Part IV: Implementation and Controlling the Strategic
Sports Marketing Process While the previous sections have focused on the planning efforts of the strategic marketing process, Part IV focuses on the implementation and control phases of the strategic marketing process. Chapter 16 begins with a discussion of how sports organizations implement their marketing plans. In this chapter, we see how factors such as communication, motivation, and budgeting all play a role in executing the strategic plan. We also examine how sports marketers monitor and evaluate the strategic plans after they have been implemented. Specifically, three forms of control (process, planning assumption, and contingency) are considered.

Pedagogical Advantages of Sports Marketing

To help students learn about sports marketing and make this book more enjoyable to read, the following features have been retained from previous editions of Sports Marketing: A Strategic Perspective.

• Text organized and written around the contingency framework for strategic sports marketing
• Each chapter incorporates global issues in sport and how they affect sports marketing
• Sport marketing hall of fame featuring pioneers in the field integrated throughout the text
• Coverage of ethical issues in each chapter
• Text incorporates up-to-date research in the field of sport marketing
• Internet exercises at the end of each chapter
• Experiential exercises at the end of each chapter that ask you to apply the basic sports marketing concepts and perform mini-research projects
• Vignettes throughout the text to illustrate core concepts and make the material come to life
• Detailed glossary of sports marketing terms
• Use of ads and photos to illustrate core concepts of sports marketing
• Appendix describing careers in sports marketing
• Appendix presenting Internet addresses of interest to sports marketers
• Video(s) featuring the WNBA and NASCAR

Enhancements to the Third Edition

While I have attempted to retain the strengths of the previous editions of Sports Marketing: A Strategic Perspective, I also hoped to improve the third edition based on the comments of reviewers, faculty who adopted the text and most importantly, students who have used the book. New additions include the following features:

• Up-do-date examples illustrating the core sports marketing concepts in the text. As mentioned previously, the sports industry is rapidly changing and nearly 80 percent of the examples introduced in the second edition are now obsolete. It was my goal to find new, relevant examples to illustrate key points in every chapter of the text. These new examples are meant to keep the book fresh and the student engaged.
• New advertisements and illustrations have been incorporated into each chapter to highlight key sports marketing concepts and make the material more relevant for students. These ads and photos are examples of sports marketing principles that have been put into practice and bring the material in the text "to life."
• The spotlights on international sports marketing have also been revised and updated for the third edition to highlight this key area of growth in the sports industry.
• New screen captures of relevant Web sites to illustrate key concepts. Because the Internet is now playing such a large role in sports marketing, screen captures from various Web sites have been incorporated throughout the text to bring the material to life for the students. In addition, Internet exercises appear at the end of each chapter, and discussions of the Internet as an emerging tool for sports marketers appear throughout.
• New spotlights on ethical issues in sport to address this growing concern in the context of sport. Hopefully, these articles will allow students to recognize ethical issues that they may face as sports marketers and stimulate classroom discussion surrounding ethics in sport.
• Since the writing of the second edition, the number of Web sites devoted to sports business has grown substantially. The third edition includes the latest Web sites of interest in sports marketers and the sites that have withstood the test of "Web" time.

Editorial Reviews

"This book equips communication professionals with a valuable yet cost-efficient resource that blends theoretical and pragmatic principles....communication professionals should consider sport marketing an important segment of their reading repertoire. This fifth edition of Sports Marketing: A Strategic Perspective is an excellent starting point." - Mark Moore (2015) International Journal of Sports Communication, 8, 389-392.

From the Publisher