Advanced Theory and Practice in Sport Marketing / Edition 2

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Advanced Theory and Practice in Sport Marketing is the first book to address this increasingly popular subject at an advanced level. Where existing sport marketing texts restate concepts learned at an introductory marketing level, this book goes beyond, by expanding the knowledge of the student with advanced marketing theory which is specifically related to the crucial areas in sport marketing.

Written by an experienced author team it provides the reader with: Practitioner interviews accompanying every chapter, teaming practical advice with high-level sports marketing theory, A clear structure where each chapter includes chapter outlines, chapter objectives, a glossary and ethical and global case studies for illustrative and informative real-world understanding, PowerPoint slides and an electronic test bank available online to accelerate learning, An analysis of advanced topics untouched by existing publications such as data analysis, sport marketing information systems, sport marketing logistics and more. Advanced Theory and Practice in Sport Marketing is vital reading for any sport marketing student wishing to progress their knowledge and take their understanding of the industry to the next level.

About the Author:
Dr. Eric Schwarz is Associate Professor and Program Coordinator of Sport Management at Daniel Webster College

About the Author:
Dr. Jason Hunter is developing a Sports Management Program at the College of DuPage

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Editorial Reviews

From The Critics

'Advanced Theory and Practice in Sport Marketing fills a much needed niche in sport management curriculum support. While it is critical that sport management education provides practical application, students still need to understand theoretical concepts that underlie real-world situations. Advanced Theory and Practice in Sport Marketing breaks new ground in sport management pedagogy by providing both in-depth theoretical discussions and practical applications. This is a must-read for well-prepared future sport managers.'

DR. RICHARD M. SOUTHALL, Director of the College Sport Research Institute and Assistant Professor in Sport Administration at The University of North Carolina-Chapel Hill, USA.

'Eric Schwarz and Jason Hunter have put together a fantastic book that can be used by students, faculty, and sport business industry professionals alike.'

DR. BRENDA G. PITTS, Professor of Sport Marketing, Georgia State University, USA.

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Product Details

  • ISBN-13: 9780415518475
  • Publisher: Taylor & Francis
  • Publication date: 8/20/2012
  • Edition description: Revised
  • Edition number: 2
  • Pages: 432

Meet the Author

Eric C. Schwarz is Associate Professor of Sport Business and Chair of the Department of Sport Business and International Tourism in the Donald R. Tapia School of Business at Saint Leo University, USA. He is currently President of the Sport Marketing Association.

Jason D. Hunter is Assistant Professor of Parks and Recreational Administration at George Williams College of Aurora University, USA. He is currently developing a Master’s Degree program in Sports Management and an online Graduate Recreational Administration Program.

Alan LaFleur is a social media consultant. Having worked for Sports Features Communications he has gone on to found two of his own companies in this sector, Bloom Social and Apprentice Star League.

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Table of Contents

Preface     xiii
Pedagogical Features     xix
Critical Thinking     xxi
Supplements     xxiii
About the Authors     xxv
Sport Marketing: The Basics
Introduction to Sport Marketing     3
Chapter Outline     3
Chapter Objective     3
What Is Sport Marketing?     4
Bottom Line - What Is Sport Marketing?     13
Conclusion     14
Managing the Sport Marketing Mix     17
Chapter Outline     17
Chapter Objectives     18
What Makes Sport Marketing Unique?     18
The Characteristics of Sport Marketing     18
The Sport Marketing Mix     22
The Escalator Concept     24
Developing a Sport Marketing Plan     26
Why the Theory and Plans Do Not Always Work     32
Conclusion     32
Understanding the Sport Consumer
Sport Marketing Research     41
Chapter Outline     41
Chapter Objectives     41
What Is Sport Marketing Research?     42
Sport Marketing Research Process     42
Research Reports and Services Within Sport Marketing Research     68
Online and Web-BasedSport Marketing Research     69
Conclusion     70
Sport Marketing Information Systems     74
Chapter Outline     74
Chapter Objectives     74
What Is a Sport Marketing Information System?     75
Components of a Sport Marketing Information System     75
Value of an Integrated Sport Marketing Information System     86
Conclusion     86
Sport Consumer Behavior     89
Chapter Outline     89
Chapter Objectives     90
What Is Sport Consumer Behavior?     90
Internal Factors Affecting Sport Consumers     90
External Factors Affecting Sport Consumers     98
The Marketing Concept for Sport     106
Problem Solving and Decision Making     107
Influencing the Sport Consumer     119
Diffusion and Adoption Processes     122
Conclusion     125
Sport Marketing Logistics
Sport Product Management     133
Chapter Outline     133
Chapter Objectives     133
Elements of Sport Products and Services     134
Sport Product and Service Management     135
Ethics in Sport Product and Service Management      137
The Sport Product and Service Life Cycle     140
Positioning and Differentiation     147
Conclusion     150
Sales Management in Sport     155
Chapter Outline     155
Chapter Objectives     155
What Is Sport Sales Management?     156
The Sport Sales Organization     156
The Sport Buying Process     161
The Sport Sales Process     162
Non-Store-Based Inventories for Sales in Sport     167
Ethics in Sales Management     170
Conclusion     172
Purchasing and Supply Chain Management in Sport     176
Chapter Outline     176
Chapter Objectives     176
What Are Logistics in Sport Marketing?     177
Purchasing     178
Supply Chain Management     182
Emerging Technology in Logistics: Radio Frequency Identification     190
Conclusion     193
Promotional Aspects of Sport Marketing
Communication Management in Sport     199
Chapter Outline     199
Chapter Objectives     199
What Is Communication Management in Sport?     200
The Communication Process     201
Sport Organizational Images     202
Sport Promotions     206
Conclusion     216
Sport Advertising     221
Chapter Outline     221
Chapter Objectives     221
What Is Sport Advertising?     222
Advertising for Sport Teams and Sport Retail Businesses     224
Sport Advertising and Image     226
Social, Ethical, and Regulatory Aspects of Sport Advertising     227
Sport Advertising and Consumer Behavior     235
Creating Sport Advertisements and Commercials     236
Sport Advertising and Integrated Brand Promotion     236
Conclusion     237
Sport Sponsorship     241
Chapter Outline     241
Chapter Objectives     242
History of Sport Sponsorship     242
Areas of Sport Sponsorship     244
Ethical Issues in Sport Sponsorship     252
Corporate and Brand Goals for Sport Sponsorship     256
Sport Sponsorship Agreements     259
Conclusion     267
Specialized Concepts in Sport Marketing
Sport Retail Management     273
Chapter Outline     273
Chapter Objectives     274
What Is Sport Retail Management?      274
Retail Value and Relationship Building     275
Retail Strategy     281
Methods of Planning a Sport Retail Mix     288
Store-Based Sport Retail Strategy Mix     290
Targeting Customers and Gathering Information     291
Location, Location, Location     292
Organizational Structure     294
Merchandise Management     295
Getting the Message Out: Sport Retailer Communications     302
Conclusion     303
Sport E-Business and E-Commerce     307
Chapter Outline     307
Chapter Objectives     308
What Is "E"?     308
Categories of E-Business and E-Commerce in Sport Marketing     311
Digital Technologies Utilized to Manage Sport E-Business and E-Commerce     312
Conducting Sport E-Business and E-Commerce     313
Ethics in Sport E-Business and E-Commerce     315
Sport E-Business and E-Commerce in the New Economy     319
Conclusion     328
International and Global Marketing in Sport     332
Chapter Outline     332
Chapter Objectives     333
Introduction to International and Global Sport Marketing     333
The Relationship Between Culture and the International/Global Sport Marketplace     336
International and Global Sport Market Opportunities     343
International and Global Sport Marketing Strategies     357
Conclusion     358
The Future of Sport Marketing
Enterprise Sport Marketing Management     363
Chapter Outline     363
Chapter Objectives     363
Is Sport Marketing An Art or a Science?     364
Sport Brand Architecture     365
Sport Marketing As Part of the Enterprise     366
Sport Consumer Relationship Management     366
More than Just Relationships: Offering Sport Consumer Experiences     372
Conclusion: The Future of Sport Marketing - It Is All About You!     377
And Now a Final Word ...     382
Bibliography     385
Glossary     405
Index     429
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