Description
Book SynopsisHighly practical and engaging, Sports Marketing equips students with the skills, techniques, and tools they need to be successful marketers in any sporting environment. The book blends relevant marketing theoryfocusing on industry-specific terminology and practiceswith practitioner insights into current issues and future directions in the sports industry.
This anticipated third edition has been fully updated to incorporate a broad range of global and diverse perspectives from industry experts and international case studies throughout. Contemporary topics within the sports industry have been expanded upon, including esports, social responsibility, sustainability, digital and social media, and personal branding. Popular You Make the Call cases, insider and early career insights, and review questions stimulate lively classroom discussion, while chapter summaries and terms support further support learning. Overall, this exciting text will:
Trade Review“The book provides a great overview of marketing of sports, is easy to read, and has an excellent structure to the book that is easy to follow and understand. I would recommend this book to anyone involved in sports marketing!” Martin Hunter, Lecturer, Sports Marketing, Örebro University
“The authors offer a unique perspective with their combination of industry and academic experience. They draw readers into the subject with lively writing and examples that are believable, rich, and convincing. They convey the passion of sports and why sports are so compelling to athletes, fans, and marketers alike. The authors deeply understand the subject matter and care about communicating sports marketing concepts in ways that will captivate students and help them develop their skills in this field.” Lexi Hutto, PhD, Associate Professor of Marketing, Millersville University of Pennsylvania
Table of Contents1. Sports Meets Marketing 2. Sports Entertainment Consumption 3. The Marketing Environment 4. Segmenting Audiences for Sports 5. Building a Relevant Brand 6. Embracing Social Responsibility 7. Product Strategy 8. Experiential Marketing 9. Brand Communications Strategy 10. Brand Communications Execution 11. Sponsorship-Linked Marketing 12. Measuring Sports Brand Performance 13. Delivery of Sports Experiences 14. Preparing Future Sports Marketers
