Sport Marketing Bernard J. Mullin
Undergraduate and graduate students who need a comprehensive understanding of the principles and practices of sport marketing; reference for sport management researchers and practitioners.
Sport Marketing
Sport Marketing
Zusammenfassung
This text maintains its position as the best-selling and original text in the field, continuing to direct students to a better understanding of the theoretical backbone that makes sport marketing such a unique and vibrant subject to study.
Sport Marketing Zusammenfassung
Über Bernard J. Mullin
Bernard J. Mullin, PhD, is chairman and CEO of the Aspire Group, a leading global management and marketing consulting business focusing on the sport and entertainment industry. He previously served as president and chief executive officer of Atlanta Spirit, LLC, where he was responsible for 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 more than 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. In addition to his position in Atlanta, Mullin served as the NBA's senior vice president of marketing and team business operations, president and general manager of 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. He holds a BA in business studies from Coventry University in England, where he played soccer semiprofessionally for the Oxford City Football Club.
Stephen Hardy, PhD, was a professor of kinesiology and affiliate professor of history at the University of New Hampshire until his retirement in 2014. 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 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. He is completing a coauthored history of ice hockey. His reviews and opinions have appeared in popular outlets such as the Boston Globe, New York Times, and Sports Business Journal. From 1995 to 1999, he was coeditor of Sport Marketing Quarterly. In 1997, he was elected a fellow of the American Academy of Kinesiology and Physical Education. He has won college and university awards for excellence in research and teaching. Hardy has extensive experience in college athletics. He played hockey for Bowdoin College 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 that time, he supervised collegiate championships in venues such as the Boston Garden and Madison Square Garden, and he worked closely with the NCAA Ice Hockeey 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. At UNH he served as faculty representative to the NCAA and chaired the president's Athletics Advisory Committee from 1996 to 2011. He is a founder of the Charles E. Holt Archives of American Hockey, which are located at UNH's Dimond Library. He lives with his wife, Donna, in Durham, New Hampshire.
William A. Sutton, EdD, is the founding director and professor at the sport and entertainment business management graduate program in the management department at the University of South Florida. He is the founder and principal of Bill Sutton & Associates, a consulting firm specializing in strategic marketing and revenue enhancement. Sutton has gained national recognition for his ability to meld practical experience in professional sports with academic analysis and interpretation.
His consulting clients cover a who's who of professional athletics: the NBA, WNBA, NHL, Orlando Magic, Phoenix Suns, MSG Sports, and New York Mets. Sutton frequently serves as an expert on the sport business industry. His insights and commentary have appeared in USA Today, New York Times, CNBC.com, Washington Times, Fox Business, Orlando Sentinel, South Florida Sun-Sentinel, Advertising Age, and Brand Week. On the international front, Sutton is a contributor to the Italian publications Basketball Gigante and FIBA Assist.
Sutton served as vice president of team marketing and business operations for the National Basketball Association. In addition to working at the NBA, Sutton was past president of the North American Society for Sport Management (NASSM), a founding member and past president of the Sport Marketing Association (SMA), president of the Southern Sport Management Association, a special events coordinator for the City of Pittsburgh, a YMCA director, vice president of information services for an international sport marketing firm, and commissioner of the Mid-Ohio Conference. He was inducted into the College of Education Hall of Fame at Oklahoma State University (2003) and as an inaugural member of the Robert Morris University Sport Management Hall of Fame (2006), and received lifetime achievement awards from the Southern Sport Management Association (2012) and the Sport Entertainment & Venues Tomorrow conference at the University of South Carolina. He lives with his wife, Shana, in Tampa and Clearwater Beach, Florida.
Inhaltsverzeichnis
Chapter 1. The Special Nature of Sport Marketing
The NBA and Global Marketing Strategy
Weathering Recessions
The Competitive Marketplace
Sport Marketing Defined
Marketing Myopia in Sport
Change in the Profession
Uniqueness of Sport Marketing
Wrap-Up
Activities
Your Marketing Plan
Endnotes
Chapter 2. Strategic Marketing Management
Sport Strategy Is More Than Locker Room Talk
Marketing Planning Process
Strategic Step 1: Develop Vision, Position, and Purpose
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
Wrap-Up
Activities
Your Marketing Plan
Endnotes
Chapter 3. Understanding the Sport Consumer
Socialization, Involvement, and Commitment
Environmental Factors
Individual Factors
Decision Making
Wrap-Up
Activities
Your Marketing Plan
Endnotes
Chapter 4. Market Research in the Sports Industry
Sources of Information
Users of Market Research in Sport and Entertainment
Application of Market Research in the Sport Industry
Performing the Right Research
Wrap-Up
Activities
Your Marketing Plan
Endnotes
Chapter 5. Market Segmentation
What Is Market Segmentation?
Four Bases of Segmentation
Integrated Segmentation Strategies and Tactics
Wrap-Up
Activities
Your Marketing Plan
Endnotes
Chapter 6. The Sport Product
What Is the Sport Product?
The Sport Product: Its Core and Extensions
Grassroots Ideas
Key Issues in Sport Product Strategy
Wrap-Up
Activities
Your Marketing Plan
Endnotes
Chapter 7. Managing Sport Brands
What Is Branding?
Importance of Brand Equity
Benefits of Brand Equity
How Brand Equity Is Developed
Wrap-Up
Activities
Your Marketing Plan
Endnotes
Chapter 8. Sales and Service
Relationship Between Media, Sponsors, and Fans and the Sales Process
What Is Sales?
Direct Data-Based Sport Marketing and Sales
Typical Sales Approaches Used in Sport
Pricing Basics
Secondary Ticket Market
Aftermarketing, Lifetime Value, and the Importance of Retaining Customers
Wrap-Up
Activities
Your Marketing Plan
Endnotes
Chapter 9. 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
Sponsor Activation
Selling Sponsorships
Ethical Issues in Sponsorship
Wrap-Up
Activities
Your Marketing Plan
Endnotes
Chapter 10. Promotion and Paid Media
The Catchall P: Promotion
Advertising
Advertising Media for Sport
Promotional Concepts and Practices
Promotional Components
Ultimate Goal: Keeping Consumers on the Escalator and Moving Them Up
Putting It All Together: An Integrated Promotional Model
Wrap-Up
Activities
Your Marketing Plan
Endnotes
Chapter 11. Public Relations
What Is Public Relations?
Public Relations in the Sport Marketing Mix
Sport Public Relations in the Digital Age
Public Relations Functions
Sport, Television, and Entertainment Influence on Sport Public Relations
Wrap-Up
Activities
Your Marketing Plan
Endnotes
Chapter 12. Social Media in Sports
What Is Social Media?
Building an Audience
Engaging Fans
Driving Behavior
Social Media Platforms
Avoiding Pitfalls
Leveraging Players and Talent
Wrap-Up
Activities
Your Marketing Plan
Endnotes
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
Activities
Your Marketing Plan
Endnotes
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
Activities
Your Marketing Plan
Endnotes
Chapter 15. Putting It All Together
Cross Effects Among the Five Ps
Controlling the Marketing Function
Wrap-Up
Activities
Your Marketing Plan
Endnotes
Chapter 16. The Shape of Things to Come
From Our Crystal Ball
From Our Crystal Ball Redux: By the Year 2020
Wrap-Up
Endnotes
Zusätzliche Informationen
GOR010352433
9781450424981
1450424988
Sport Marketing Bernard J. Mullin
Gebraucht - Wie Neu
Gebundene Ausgabe
Human Kinetics Publishers
20140612
504
N/A
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