Authors Mullin, Hardy, and Sutton have not simply borrowed mainstream marketing theory and applied it to sportsthey've actually built distinct new theory about sport marketing based on their own extensive field experience and research. With this accessible, entertaining text readers will become skilled at
Studying and understanding the market
Developing a strategy
Clarifying the sport organization's needs and goals
Implementing marketing plans through sponsorship, licensing, pricing, promotions, advertising, broadcasting, and sales
Abundant case studies translate several sport marketing professionals' experiences into learning scenarios that help readers understand how to apply the core concepts. There are also chapter objectives and summaries (Wrap-Ups) to guide students through the material, plus a collection of observations on future trends in the field contributed by leading sport marketing professionals.
Essential for students and practitioners alike, Sport Marketing integrates and applies broad theory and specific examples to teach readers the fundamental principles of successful sport marketing....Continua