ABSTRACT

Sports Marketing: A Strategic Perspective is the most authoritative, comprehensive, and engaging introduction to sports marketing currently available. It is the only introductory textbook on this subject to adopt a strategic approach, explaining clearly how every element of the marketing process should be designed and managed, from goal-setting and planning to implementation and control.

Covering all the key topics in the sports marketing curriculum, including consumer behavior, market research, promotions, products, pricing, sponsorship, business ethics, technology, and e-marketing, the book introduces core theory and concepts, explains best practice, and surveys the rapidly changing international sports business environment. Chapters contain extensive real-world case studies and biographies of key industry figures, and challenging review exercises encourage the reader to reflect critically on their own knowledge and professional practice.

Now in a fully revised and updated sixth edition, Sports Marketing: A Strategic Perspective includes expanded coverage of social and digital media, analytics, and ethical issues, as well as a greater number of international articles and examples. In a new feature, successful sports marketers reflect on their careers and how they progressed in the sports marketing industry.

It is an essential foundation for any sports marketing or sports business course, and an invaluable reference for any sports marketing practitioner looking to improve their professional practice.

A companion website offers additional resources for instructors and students, including an instructor’s guide, test questions, presentation slides, and useful weblinks.

part I|114 pages

Contingency framework for strategic sports marketing

chapter 1|53 pages

Emergence of sports marketing

part II|211 pages

Planning for market selection decisions

chapter 4|59 pages

Understanding participants as consumers

chapter 5|42 pages

Understanding spectators as consumers

chapter 6|59 pages

Segmentation, targeting, and positioning

part III|340 pages

Planning the sports marketing mix

chapter 7|48 pages

Sports product concepts

chapter 8|49 pages

Managing sports products

chapter 9|38 pages

Promotion concepts

chapter 10|65 pages

Promotion mix elements

chapter 11|89 pages

Sponsorship programs

chapter 12|46 pages

Pricing concepts and strategies

part IV|53 pages

Implementing and controlling the strategic sports marketing process