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Sport Marketing, Third Edition, the latest version of the leading sport marketing text, directs students to a better understanding of the theoretical backbone that makes sport marketing such a unique and vibrant subject to study. The text has been thoroughly updated with a comprehensive ancillary package, new examples and perspectives from the field, and the latest information about marketing in the burgeoning sport industry.

Using real-world examples and an engaging writing style, the distinguished authors provide valuable new material about key areas in sport marketing that prepares students for careers in the industry. The following are updates to the new edition:

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

-A new chapter on branding and how to apply it in a sport context, including examples of successful efforts

-A greatly expanded chapter on research in sport marketing, recognizing recent and significant technological developments that allow sport marketers to reach consumers

-An updated final chapter containing opinions from industry insiders about what sport marketers can expect in the years ahead
The highly respected authors have long been recognized for their ability to define this exciting field, and they continue to engage readers by providing several updated references and real-life examples. These elements not only make the material more interesting for students to read but also allow them to easily translate concepts presented in the text into situations they will encounter in the working world.

The text incorporates all areas of marketing into an exciting and sport-specific context. Students will learn how to build a sport marketing plan, study the behaviors of sport consumers, and gain an understanding of market segmentation and pricing. The text also includes extensive information on promotion, sales, distribution, and public relations in sport. After reading this book, students will be able to apply the concepts of marketing to the distinct sport enterprise.

This new edition is complemented by a large and complete package of ancillary materials that will enhance the presentation of the material and provide a richer learning experience for students. A new instructor guide, test package, and PowerPoint presentation package are offered through a convenient product-specific Web site at

Even though this text is written primarily for students, the authors go beyond theory to stress real-world applications, providing a wonderful reference for professionals and a useful guide that allows practitioners to apply key concepts to the work they do every day.

This text will help students and others interested in marketing products in the expansive field of sport to understand the foundations of sport marketing and how to use marketing effectively. Most important, they'll learn how to incorporate these fundamentals into their own workplace.

Basic theories and principles of sport marketing--from sport & recreational facilities to professional & amateur sports.

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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 (
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Product Details

  • ISBN-13: 9780736060523
  • Publisher: Human Kinetics Publishers
  • Publication date: 3/20/2007
  • Edition description: Older Edition
  • Edition number: 3
  • Pages: 552
  • Product dimensions: 8.70 (w) x 11.10 (h) x 1.60 (d)

Meet 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 2003-2004, 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 1969-70 team with 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, joined the University of Central Florida's DeVos sport business management program in January 2004 as associate director and professor. Before joining the DeVos program, he was a professor in the department of sport studies at the University of Massachusetts at Amherst and also served as vice president of team marketing for the National Basketball Association. As principal of Bill Sutton & Associates, Sutton continues his industry involvement on a consulting basis, assisting professional sports teams and other sport organizations with marketing-related functions including sales, revenue enhancement, promotional activities, market research, advertising, customer service, strategic planning, and staffing.

Sutton is acclaimed for his extensive expertise in sport marketing and sales. He is a regular contributor to Sport Business Journal and Gigant del Basket, an Italian basketball publication. Sutton has also authored more than 100 articles (journal and practitioner) and has made more than 100 presentations to national and international audiences. He is past president of the North American Society for Sport Management and is a founding member of the Sport Marketing Association. Additionally, he was coeditor of Sport Marketing Quarterly and served on the editorial board of the International Journal of Sports Marketing and Sponsorship.

In addition to his work with the NBA, Sutton's professional experience includes service as vice president of marketing and information systems for DelWilber + Associates, an international sports marketing firm; commissioner of the Mid-Ohio Conference; City of Pittsburgh special events coordinator; and YMCA executive director.

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Table of Contents

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

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 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
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

About the Authors

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