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

William A. Sutton

Stephen Hardy

Bernard J. Mullin

Marketing & Sales

Human Kinetics Pub

Patrick Walsh

Stephen McKelvey

Windy Dees

Chad D. McEvoy

Human Kinetics

Drawing from the seminal works published during the past two decades in Sport Marketing Quarterly, this collection edited by Nancy L. Lough and William A. Sutton brings to light foundational theories that have guided some of the most pragmatic studies to date. The Handbook of Sport Marketing Research revisits trends, presents instruments designed to assess key constructs, and provides critical analysis of industry practices with regard to issues such as gender, race, and ethical practices. Each section of this handbook is designed to provide foundational work reflecting development of key conceptual areas: *Section I. Foundations of Sport Marketing *Section II. Building Brands *Section III. Understanding Sport Consumers *Section IV. Market Segmentation *Section V. Fan Identity and Spectator Motives *Section VI. Sponsorship *Section VII. Celebrity Athlete Endorsements *Section VIII. Ethical Issues The 28 chapters included serve as a reflection of the state of the industry through applied scholarly work during the past 20 years. Handbook of Sport Marketing Research is suitable for course adoptions or as a professional reference, and should be equally as intriguing to practitioners. The intent is to broaden the scope of interest and encourage a widening lens through which sport marketing is viewed.

Handbook of Sport Marketing Research

Nancy L. Lough

Sports & Outdoors

UNKNO

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Books by William A. Sutton