This is an expansive overview of higher level sport marketing concepts and practices. Where existing sport marketing texts restate concepts learned at an introductory marketing level, "Advanced Theory and Practice in Sport Marketing" goes beyond, by expanding the knowledge of the student with advanced marketing theory which is specifically related to the crucial areas in Sports Marketing, such as: consumer behavior, ethics, logistics, advertising, sponsorship, promotions, sales management, e-business and e-commerce, as well as international and global marketing."Advanced Theory and Practice in Sport Marketing" also focuses on practical application for the sport marketing student, by having professionals in the field provide first hand accounts of their career experiences, allowing the instructor to better prepare the student for life as a sport marketing professional. Practitioner interviews accompanying every chapter teams practical advice with high level sports marketing theory. Each chapter includes chapter outlines, chapter objectives, a glossary, ethical and global case studies plus PowerPoint slides and an electronic test bank available online to accelerate learning. It delves into advanced topics untouched by existing publications such as data analysis, sport marketing information systems, sport marketing logistics, and more.
Pedagogical Features
Critical Thinking
Supplements
Pt. I Sport Marketing: The Basics
1 Introduction to Sport Marketing 3
2 Managing the Sport Marketing Mix 17
Pt. II Understanding the Sport Consumer
3 Sport Marketing Research 41
4 Sport Marketing Information Systems 74
5 Sport Consumer Behavior 89
Pt. III Sport Marketing Logistics
6 Sport Product Management 133
7 Sales Management in Sport 155
8 Purchasing and Supply Chain Management in Sport 176
Pt. IV Promotional Aspects of Sport Marketing
9 Communication Management in Sport 199
10 Sport Advertising 221
11 Sport Sponsorship 241
Pt. V Specialized Concepts in Sport Marketing
12 Sport Retail Management 273
13 Sport E-Business and E-Commerce 307
14 International and Global Marketing in Sport 332
Pt. VI The Future of Sport Marketing
15 Enterprise Sport Marketing Management 363
App And Now a Final Word ... 382
Bibliography 385
Glossary
