Description
Book SynopsisSport Marketing presents a modernized, current-day approach to the dynamic world of sport marketing. With engaging, comprehensive coverage, students will develop valuable marketing skills and prepare for a successful career in this competitive industry.
Table of ContentsChapter 1. The Special Nature of Sport Marketing
Sport Marketing Then and Now
The Sport Industry
Sport Marketing Defined
Marketing Myopia in Sport
Uniqueness of Sport Marketing
Wrap-Up
Chapter 2. Strategic Marketing Management
Marketing Planning Process
Strategic Step 1: Develop Vision, Mission, and Values
Strategic Step 2: Develop Strategic Goals and Objectives
Strategic Step 3: Develop a Ticket Marketing, Sales, and Service Plan
Strategic Step 4: Integrate the Marketing Plan Into a Broader, Strategic Resource Allocation
Strategic Step 5: Control and Evaluate Implementation of the Plan
Eight-Point Ticket Marketing, Sales, and Service Plan Model
Marketing Models
Wrap-Up
Chapter 3. Understanding the Sport Consumer
Socialization, Involvement, and Commitment
External Factors
Internal Factors
Responses
Wrap-Up
Chapter 4. Market Research and Analytics in the Sport Industry
Sources of Information
Users of Market Research in Sport and Entertainment
Application of Market Research in the Sport Industry
Performing the Right Research
Data Analytics
Wrap-Up
Chapter 5. Market Segmentation and Target Marketing
What Is Market Segmentation?
Four Bases of Segmentation
Target Marketing
Wrap-Up
Chapter 6. The Sport Product
What Is the Sport Product?
The Sport Product: Its Core and Extensions
Key Issues in Sport Product Strategy
Wrap-Up
Chapter 7. Managing Sport Brands
What Is Branding?
Importance of Brand Equity
Benefits of Brand Equity
How Brand Equity Is Developed
Leveraging Brand Equity
Identifying and Measuring Your Brand
Protecting the Brand
Additional Brand Management Considerations
Wrap-Up
Chapter 8. Promotion and Paid Media
Promotion: The Driver to Sales
Paid Media
Advertising Media for Sport
Promotional Concepts and Practices
Promotional Components
Ultimate Goal of Sport Marketing: Get and Keep Consumers in the Frequency Elevator
Putting It All Together: An Integrated Promotional Model
Wrap-Up
Chapter 9. Public Relations
What Is Public Relations?
Public Relations in the Sport Marketing Mix
Sport Public Relations and Content Creation in the Digital and Social Media Age
Public Relations, Advocacy, and the Art of Influencing Public Opinion
Sport, Television, and Entertainment Influence on Sport Public Relations
Wrap-Up
Chapter 10. Sponsorship, Corporate Partnerships, and the Role of Activation
What Is Sponsorship?
Sponsorship in the Marketing Mix
Growth of Sponsorship
What Does Sport Sponsorship Have to Offer?
Corporate Objectives
Athlete Endorsement
Sponsor Activation
Selling Sponsorships
Ethical Issues in Sponsorship
Wrap-Up
Chapter 11. Social Media in Sports
What Is Social Media?
Social Media and the Marketing Mix
Building an Audience
Engaging Fans
Social Media Platforms
Leveraging Players and Talent
Wrap-Up
Chapter 12. Sales and Service
Relationship Between Media, Sponsors, and Fans and the Sales Process
What Is Sales?
Database Sport Marketing and Sales
Typical Sales Approaches Used in Sport
Pricing Basics
Secondary Ticket Market
Customer Lifetime Value, Service, and Retention
Wrap-Up
Chapter 13. Delivering and Distributing Core Products and Extensions
Placing Core Products and Their Extensions
Theory of Sport and Place
Facility
Marketing Channels
Product-Place Matrix
Wrap-Up
Chapter 14. Legal Aspects of Sport Marketing
Intellectual Property
Trademark Infringement
Copyright Law and Sport Marketing
Patents
Sport Marketing Communications Issues
Ambush Marketing
Right of Publicity and Invasion of Privacy
Contractual Issues Involving Consumers
Promotion Law Issues
Emerging Issues
Wrap-Up
Chapter 15. The Evolving Nature of Sport Marketing
Cross-Effects Among the Five Ps
Controlling the Marketing Function
The Shape of Things to Come
Wrap-Up
