For the first time, students and practitioners in the field of sport management can turn to one comprehensive sport marketing text. "Sport Marketing" covers the basic principles of this emerging discipline and provides a balance of theoretical models and case studies from today's world of sport. This upper undergraduate and graduate text provides a solid foundation of theory and principles for students seeking sport management positions. Teachers and students will appreciate the objectives, activities, and references included in each chapter. Plus, the user-friendly text reinforces the marketing principles with real-life applications for all segments of the sport industry, such as professional, student sport, amateur, and sport and recreational facilities, including clubs, resorts, camps, and service organizations. In the first chapters, the book provides an overview of the reasons and foundations for sport marketing as well as important theoretical and research issues all marketers confront when they begin forming their strategies. Readers will gain insights into who the sport consumer is, why market segmentation is essential to successful marketing, and how to establish and a base. Next, the authors explore the nuts and bolts of marketing. They provide detailed explanations and applications of the five P's of sport marketing, including product, price, promotion (with a separate chapter on promotional licensing), place, and public relations. The authors also show how these different elements of the marketing mix interact, describe the various positions within the marketing organization, and provide principles for controlling the sport marketing mix.

Sport Marketing

Business & Money

Bernard James Mullin

Marketing & Sales

Human Kinetics Pub

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.

Sports & Outdoors

Human Kinetics Publishers

See the best price to sell, buy, or rent books by Bernard James Mullin. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Bernard James Mullin

See the best price to sell, buy, or rent books by Bernard James Mullin. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Sport Marketing

Sport Marketing