Fundamentals of Sport Marketing eBook

Fourth Edition
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Fundamentals of Sport Marketing has become the standard by which other textbooks in the field are measured, and the fourth edition of this text once again raises that standard. Based on the most up-to-date research and developments that have taken place in sport marketing, sport management, and the sport industry, the fourth edition of Fundamentals of Sport Marketing is the most current, contemporary, and indispensable book available on sport marketing. Supplemental case studies about topics relevant to each chapter have been added to the fourth edition, as well as directories of sport businesses, associations, trade publications, and academic journals; abstracts from recent research in sport marketing; and several examples of sport marketing research instruments.

The authors, Dr. Brenda G. Pitts and Dr. David K. Stotlar, have unparalleled experience consulting and working in the industry, and are both well known and respected across the globe. They authored three workbooks that serve as excellent companions to these texts: Case Studies in Sport Marketing, Developing Successful Sport Marketing Plans, and Developing Successful Sport Sponsorship Plans, available through FiT Publishing.

Contents

Acknowledgments  •  v Introduction  •  vii

Chapter  1      •  The Sport Business Industry................................................. 1

Chapter  2      •  The Global Market for the Sport Industry........................... 59

Chapter  3      •  The Sport Marketing Process.............................................. 81

Chapter  4      •  Sport Marketing Research................................................. 113

Chapter  5      •  Segmentation, Target Marketing, and Positioning.............. 145

Chapter  6      •  Marketing Information Systems........................................ 195

Chapter   7     •  The Marketing Mix and the Sport Industry...................... 209

Chapter  8      •  The Product in the Sport Business Industry...................... 217

Chapter  9    •  Price and Pricing Strategies for

the Sport Business Industry.............................................. 251

Chapter 10 •  Place: Distribution Channels and Decisions

in Sport Business.............................................................. 277

Chapter 11  •  Promotion in the Sport Industry......................................... 293

Chapter 12 •  Media Relations in Sport.................................................... 319

Chapter 13 •  Marketing Through Endorsements and Sponsorships........... 333

Chapter 14 •  Using Licensing and Logos in the Sport Industry................. 353

Chapter 15 •  Social Media in Sport Marketing......................................... 365

Appendix  A  •  Sport Business Organizations Contact Information........... 383

Appendix B   •  Sport Business Trade Organizations.................................. 397

Appendix C  •  Sport Business Industry Trade Publications....................... 403

Appendix D  •  Sport Business Academic Journals.................................... 407

Appendix E   •  Sport Marketing Research Briefs...................................... 417

Appendix F   •  Examples of Surveys and Questionnaires.......................... 435

Appendix G  •  Example of Survey Formatting......................................... 452

Index  •  455

About the Authors  •  469