Fills the void for a sports marketing book written from a strategic business perspective. Organized around a framework of the strategic marketing process that can be applied to the sports industry, this book provides an appreciation for the growing popularity of women's sports and the globalization of sport; a balanced treatment of all aspects of sports marketing at all levels; an introduction of the concepts and theories unique to sports marketing and a review of the basic principles of marketing in the context of sports; and comprehensive coverage of the functions of sports marketing. This edition includes a running case throughout the text using the new XFL; up-to-date examples and research; and interviews from sports marketing practitioners throughout the text. For professionals in sport marketing and/or sport management.
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Programs and courses in sports marketing are emerging at universities across the country. Surprisingly, few sports marketing textbooks exist and none is written from a strategic marketing perspective. Sports Marketing is the only book to contain a framework or conceptual model of the strategic marketing process that can be applied to the sports industry.
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One of the greatest challenges for sports marketers is trying to keep pace with the ever changing, fast-paced environment of the sports world. Since the first edition of this text was published three years ago, numerous changes have taken plate and challenges to sports marketers emerge daily. First, costs have been rising quickly. Athlete salaries continue to escalate. Alex Rodriguez was signed by the Texas Rangers for an unbelievable contract of 10 years and an average of $25.2 million per year, the largest contract in the history of sports. To pay for this, new stadiums and arenas have been built at a rapid pace. Industry experts estimate that more than $7 billion will be spent on new facilities for professional teams before 2006. This will lead to an increase in the number of seats. Each ticketholder will also pay more. Ticket prices continue to increase and drive the common fan out of the sport arena. For instance, the average seat at a NBA game climbed from $22.52 in 1991 to $51.02 in 2001. But this may not be the largest problem in sports now. For the first time in a long time, TV ratings for sports are sinking. NBC's coverage of the 2000 Summer Games drew the lowest ratings for a Summer or Winter Olympics since 1968. The NCAA men's college basketball title game dropped 18 percent from a year ago, which was the previous low since CBS started airing the event in 1982. The All-Star games for the NBA and baseball were the worst-rated ever and Fox Sports' telecasts of the New York Yankees' five-game victory over the cross-city Mets produced the lowest-rated World Series in history. New leagues such as the XFL and the WUSA continue to emerge, and established leagues like the CBA have played their last game.
The one constant in this sea of change is the incredible appetite of consumers for sports. We get sports information on the Web, watch sports on network and cable tv, read about sports in the newspaper and sports magazines, talk to friends about sports, purchase sports merchandise, participate in sports, and attend sporting events in record numbers. The sports industry has experienced tremendous growth in the 1990s and is currently estimated to be a $350 billion industry in the United States. Moreover, the sports industry is flourishing around the globe. The expansion of the sports industry has triggered a number of important outcomes: More sports related jobs are being created and more students are interested in careers in the sports industry. As student interest grows, demand for programs in sports administration and classes in sports marketing have also heightened.
In this book, we will discover the complex and diverse nature of sports marketing. Moreover, a framework will be presented to help explain and organize the strategic sports marketing process. Even if you are not a sports enthusiast, you should become excited about the unique application of marketing principles and processes to the sports industry.
Why This Book?
Programs and courses in sports marketing are emerging at universities across the country. Surprisingly, few sports marketing textbooks exist and none is written from a strategic marketing perspective. In the first edition of this book, I sought to fill this void. The second edition represents an effort to improve the first edition and capitalize on its strengths. My goals for the second edition are to provide:
This text is organized into four distinct but interrelated parts. Each part represents an important component in the strategic sports marketing process.
Part I: Contingency Framework for Strategic Sports Marketing
In Chapter 1, we introduce sports marketing and illustrate the breadth of the field. In addition, we will take a look at the unique nature of sports products and the sports marketing mix. Chapter 2 presents the contingency framework for strategic sports marketing. This chapter also highlights the planning, implementation and control phases of the strategic sports marketing process. In Chapter 3, the impact of the internal and external contingencies on the strategic sports marketing process is examined. Internal contingencies such as the sports organization's mission and organizational culture are considered, as are external contingencies like competition, the economy and technology.
Part II: Planning for Market Selection Decisions
Chapter 4 presents an overview of the tools used to understand sports consumersóboth participants and spectators. Each step in the marketing research process is discussed, illustrating how information can be gathered to aid in strategic decision-making. In Chapters 5 and 6, respectively, participants and consumers of sport are studied. Chapter 5 examines the psychological and sociological factors that influence our participation in sport, while Chapter 6 looks at spectator issues such as fan motivation. In addition, we will discuss the relationship between the participant and spectator markets. Chapter 7 explores the market selection decisions of segmentation, targeting, and positioning in the context of sport.
Part III: Planning the Sports Marketing Mix
Chapters 8 to 15 explain the sports marketing mix, the core of the strategic marketing process. Chapters 8 and 9 cover sports product issues such as brand loyalty, licensing, and the new product development process. Chapter 10 introduces the basic promotion concepts, and Chapter 11 gives a detailed description of the promotion mix elements of advertising, public relations, personal selling, and sales promotions. Chapter 12, the final chapter on promotion, is devoted to designing a sports sponsorship program. In Chapter 13, the sports distribution function is introduced. Then the discussion turns to sports retailing, the stadium as place, and sports media as a type of distribution channel. The final chapters of Part III tackle the basic concepts of pricing (Chap. 14) and pricing strategies (Chap. 15).
Part IV Implementation and Controlling the Strategic Sports Marketing Process
While the previous sections have focused on the planning efforts of the strategic marketing process, Part IV focuses on the implementation and control phases of the strategic marketing process. Chapter 16 begins with a discussion of how sports organizations implement their marketing plans. In this chapter, we see how factors such as communication, motivation, and budgeting all play a role in executing the strategic plan. We also examine how sports marketers monitor and evaluate the strategic plans after they have been implemented. Specifically, three forms of control (process, planning assumption, and contingency) are considered.
Pedagogical Advantages of Sports Marketing: A Strategic Perspective Retained from the First Edition
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Book Description Prentice Hall. Hardcover. Book Condition: New. 0130407917 . Bookseller Inventory # HDT1152.1ACHRRG031716H0711P
Book Description Prentice Hall, 2001. Hardcover. Book Condition: New. Bookseller Inventory # P110130407917
Book Description Prentice Hall, 2001. Hardcover. Book Condition: New. 2. Bookseller Inventory # DADAX0130407917
Book Description Pearson Education Inc., Upper Saddle River, NJ, 2002. Hardcover. Book Condition: New. 2nd Edition. Brand New Quantity Available: 1. ISBN: 0130407917. ISBN/EAN: 9780130407917. Inventory No: 1560741727. Bookseller Inventory # 1560741727