Fundamentals of Sport Marketing 4th Ed.

Fourth Edition
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The Fifth Edition of this title is now available!

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.


Chapter 1 • The Sport Business Industry
Chapter 2 • The Global Market for the Sport Industry
Chapter 3 • The Sport Marketing Process
Chapter 4 • Sport Marketing Research
Chapter 5 • Segmentation, Target Marketing, and Positioning
Chapter 6 • Marketing Information Systems
Chapter 7 • The Marketing Mix and the Sport Industry
Chapter 8 • The Product in the Sport Business Industry
Chapter 9 • Price and Pricing Strategies for the Sport Business Industry
Chapter 10 • Place: Distribution Channels and Decisions in Sport Business
Chapter 11 • Promotion in the Sport Industry
Chapter 12 • Media Relations in Sport
Chapter 13 • Marketing Through Endorsements and Sponsorships
Chapter 14 • Using Licensing and Logos in the Sport Industry
Chapter 15 • Social Media in Sport Marketing
Appendix A • Sport Business Organizations Contact Information
Appendix B • Sport Business Trade Organizations
Appendix C • Sport Business Industry Trade Publications
Appendix D • Sport Business Academic Journals
Appendix E • Sport Marketing Research Briefs
Appendix F • Examples of Surveys and Questionnaires
Appendix G • Example of Survey Formatting
About the Authors