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Marketing for Sport Business Success By Bonnie Parkhouse

Marketing for Sport Business Success by Bonnie Parkhouse

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Summary

Provides a practical introduction to the field of sport marketing by applying state-of-the-art marketing strategies to the business of sport. The book includes a new chapter dedicated to the growing marketing trend of social media; a comprehensive discussion on the uniqueness of sport marketing; and challenges the reader to apply concepts learned.

This book will be specially printed for your order, which means it may take a little longer to arrive (5 days). We do this to cut down on waste & to help protect our planet.

Marketing for Sport Business Success Summary

Marketing for Sport Business Success by Bonnie Parkhouse

The field of sport marketing is growing....

As the field thrives and becomes more specialized, it is necessary to call upon a number of experts in various areas to create a comprehensive publication necessary to meet the job-related needs of a growing, challenging, and competitive industry.

Combining two editors and 23 contributing authors, Marketing for Sport Business Success provides an all-inclusive, practical introduction to the field of sport marketing by applying state-of-the-art marketing strategies to the business of sport.

Featuring the most current information in the industry, the new second edition of Marketing for Sport Business Success by Brian Turner and Kimberly Miloch:
  • Includes a new chapter dedicated to the growing marketing trend of social media.
  • Features comprehensive discussion on the uniqueness of sport marketing ever published.
  • Challenges the reader to apply concepts learned by completing critical thinking exercises in each chapter.
  • Enhances the learning experience with an integrated website utilizing test questions, PowerPoint?" slides, study guides, poll questions, and more.

Table of Contents

  • Preface
  • List of Contributors
  • About the Authors
  • Chapter 1 Sport Marketing: Definition, Evolution, Uniqueness, and Importance
  • Brian A. Turner and Jonathan A. Jensen
  • Chapter Objectives
  • Definition
  • The Evolution of Sport Marketing
  • Industry Evolution
  • Academic Evolution
  • The Special Nature of Sport Marketing
  • Sport Pervades All Elements of Life
  • Sports Fans Consider Themselves Experts
  • Sport Leads to Strong Emotional Attachment
  • The Sport Product Is Intangible
  • The Sport Product Is Inconsistent and Unpredictable
  • Sport Is Publicly Consumed in a Social Environment
  • The Sport Product Is Simultaneously Produced and Consumed
  • The Sport Product Is Subjective
  • There Is Little Lead Time to Promote the Sport Product
  • Sporting Events Cannot Be Replicated
  • Emphasis on Product Extensions
  • Demand Fluctuates Widely
  • Widespread Media Coverage
  • Sport Organizations Simultaneously Cooperate and Compete
  • Importance of Sport Marketing
  • Professional Sports
  • Intercollegiate Sports
  • Interscholastic Sports
  • Youth Sports
  • Summary
  • Discussion Questions
  • Critical Thinking Exercises
  • References
  • Chapter 2 Developing a Strategic Sport Marketing Plan
  • Chris Greenwell and Dustin Thorn
  • Chapter Objectives
  • Strategic Sport Marketing
  • Preparing the Marketing Plan
  • Marketing Plan Introduction
  • Data and Analysis
  • Examination of Internal Environment
  • Examination of External Environment
  • SWOT Analysis
  • Goals and Objectives
  • Target Markets
  • Marketing Strategy
  • Implementation
  • Evaluation
  • Marketing Plan Summary
  • Key Questions to Address in a Marketing Plan
  • Summary
  • Discussion Questions
  • Critical Thinking Exercises
  • References
  • Chapter 3 Understanding Sport Consumer Behavior
  • B. Christine Green and Matthew T. Bowers
  • Chapter Objectives
  • Internal Factors
  • Motivation
  • Perceptions
  • Attitudes
  • Identity and involvement
  • External Factors
  • Reference Groups
  • Situational Factors
  • The Decision-Making Process
  • Stage 1: Need Recognition
  • Stage 2: Information Search
  • Stage 3: Evaluation of Alternatives
  • Stage 4: Purchase
  • Stage 5: Post-purchase Evaluation
  • Shortcuts in the Decision Process
  • Applications
  • Video Games
  • Fantasy Sports
  • Premium Website Subscriptions
  • Athlete Use of Social Media
  • Summary
  • Discussion Questions
  • Critical Thinking Exercises
  • References
  • Chapter 4 Marketing Information and Analytics
  • Todd Hall
  • Chapter Objectives
  • Marketing Research
  • Basic Steps of Marketing Research Process
  • Step 1: Identify and Define Area of Need or OpportUnity
  • Step 2: Develop and Design Proper Approach/Research Design
  • Step 3: Collect and Organize the Data
  • Jacksonville Armada Employs Business Analytics to Assess Fan Base and Business Partners.
  • Step 4: Perform Data Analysis
  • Step 5: Prepare and Present Final Research Findings/Report
  • Information Management and Analytics
  • Basic Steps in Database Management Process
  • San Francisco Giants & Sales Analytics
  • Summary
  • Discussion Questions
  • Critical Thinking Exercises
  • References
  • Chapter 5 Sport Market Segmentation
  • Lindsay Krol Pursglove & Allison Manwell
  • Chapter Objectives
  • Introduction
  • What Is Market Segmentation?
  • Who Are Sport Consumers?
  • Sport Market Segmentation
  • Sport Organization Segmentation of Consumers
  • Implications for the Sport Marketer
  • Summary
  • Discussion Questions
  • Critical Thinking Exercises
  • References
  • Chapter 6 Creating the Marketing Mix
  • Andrea N. Geurin
  • Chapter Objectives
  • Introduction
  • Elements of the Marketing Mix
  • Product
  • Product Extensions
  • Price
  • Place and Distribution
  • Promotion
  • Public Relations
  • Marketing Mix Orchestration
  • ?Oiselle
  • San Francisco 49ers
  • Commonwealth Games: Gold Coast 2018
  • Summary
  • Discussion Questions
  • Critical Thinking Exercise
  • References
  • Chapter 7 The Sport Product and Pricing Strategies
  • Chi-Wen Yang, Lindsay Krol Pursglove, and Allison Manwell
  • Chapter Objectives
  • (1) Sport Products
  • (2) Spectator sports products
  • (3) Participation sports products
  • Sporting goods, apparel, athletic shoes, and sports-related products
  • The Sport Product Mix
  • Product Life Cycle
  • Sport Products Differentiation
  • Form
  • Features
  • Customization
  • Performance Quality
  • Conformance Quality
  • Durability
  • Reliability
  • Reparability
  • Style
  • Sport Services Differentiation
  • Ordering Ease
  • Delivery and Returns
  • Installation
  • Customer Training
  • Customer Consulting
  • Maintenance and Repair
  • Pricing of Sport Product
  • Psychology of pricing
  • Company
  • Costs
  • Customer
  • Competition
  • Conditions
  • Customer Value
  • Sport Pricing Strategies
  • Bundling Pricing
  • Variable Ticket Pricing
  • Secondary Ticket Market
  • Dynamic Ticket Pricing
  • Forward Ticket Sales
  • Summary
  • Discussion Questions
  • Critical Thinking Exercises
  • References
  • Chapter 8 Place and Sport Facilities
  • Chad Seifried, Ari de Wilde, and Salvatore De Angelis
  • Chapter Objectives
  • Introduction
  • The 4 ""P's"" of the Marketing Mix and Sport Facilities
  • ?Aesthetics to Sell in the Sport Facility
  • Summary
  • Discussion Questions
  • Critical Thinking Exercises
  • References
  • Chapter 9 Promotional Mix and Public Relations in Sport
  • Lindsay Krol Pursglove
  • Chapter Objectives
  • Introduction
  • Advertising
  • Public Relations
  • Public Relations Models
  • One-Way Models
  • Two-Way Models
  • Audiences for Public Relations Activities
  • Identification and Influence of Publics
  • Messaging for Publics
  • CommUnity Relations
  • Investor Relations
  • Employee Relations
  • Sales Strategy and Promotion
  • Summary
  • Discussion Questions
  • Critical Thinking Exercises
  • References
  • Chapter 10 Ensuring Strategic Sport Marketing Success
  • ?Erianne Weight and Matt Walker
  • Chapter Objectives
  • Introduction
  • Strategic Marketing Management
  • Integration of Marketing Concepts
  • Implementation of Marketing Plan
  • Accountability and Social Involvement
  • Disentangling the Terms
  • Strategic Asset Generation from Social Involvement
  • Summary
  • Discussion Questions
  • Critical Thinking Exercises
  • References
  • Chapter 11 Sport Sponsorship and Athlete Endorsement
  • Jonathan A. Jensen
  • Chapter Objectives
  • Sponsorship vs. Traditional Marketing Approaches
  • Defining Sponsorship
  • Objectives of Sponsorship
  • Sponsorship-Linked Marketing
  • Consumer Effects of Sponsorship
  • Sponsorship-Focused Experimentation
  • Mere Exposure Effect
  • Social Identity Theory
  • Image Transfer
  • Schema Theory
  • Congruence
  • Articulation
  • Sponsorship Measurement and Evaluation
  • The Future of Sponsorship
  • Discussion Questions
  • Critical Thinking Exercises
  • References
  • Chapter 12 Sport Brand Management and Licensing
  • Dr. Laci Wallace-McRee, Dr. Ryan Rodenberg, Dr. Jason W. Lee and Dr. Kimberly Miloch
  • Chapter Objectives
  • Introduction to Sport Brand Management
  • Benefits of Branding
  • Brands in Sport
  • Brand Theories
  • Sport Celebrities
  • Principles and Key Concepts of Branding
  • Brand Awareness and Associations
  • Logos
  • Mascots
  • Brand Attributes
  • Brand Loyalty
  • Brand Equity
  • Role of Sport in Branding
  • Threats to Brand Management
  • Professional Athletes
  • People Brands
  • Sport Teams
  • Protection in Brand Management
  • Sports Industry Licensing Overview
  • Licensing and the LawOCoeAmerican Needle v. NFL
  • Learning Activity: Sports Video Games
  • Discussion Items/Questions
  • Critical Thinking Exercises
  • References
  • Chapter 13 Legal Issues in Sport Marketing
  • John T. Wolohan
  • Chapter Objectives
  • Introduction
  • Intellectual Property Law
  • Image Rights Right of Privacy
  • The Right of Publicity
  • Common Law Misappropriation
  • Statutory Protections
  • Intellectual Property Provisions
  • Federal Trademark Law (The Lanham Act)
  • False Endorsement Claims
  • Personal Names
  • Service and Collective Marks
  • Artistic Expression
  • Defenses against Unauthorized Use
  • Federal Copyright Act
  • First Amendment of the United States Constitution
  • Transformative Use Defense
  • Newsworthiness Doctrine
  • The Incidental Use Exception
  • Parody Defense
  • Contract Law
  • Factors that impact the validity of a Contract
  • Breach of Contract
  • Venue Naming Rights
  • Daily Fantasy Sports
  • Summary
  • Discussion Questions
  • Critical Thinking Exercises
  • References
  • Chapter 14 Social Media, Sport Marketing, and Public Relations: Maximizing the Integration and Minimizing the Risks
  • Jimmy Sanderson
  • Chapter Objectives
  • Introduction
  • Social Media and Sports Marketing
  • Prioritize the Right Social Network
  • Creating a Distinct Story
  • Leverage Players
  • Collect and Use Feedback
  • Social Media and Public Relations
  • Summary
  • Discussion Questions
  • Group Activities
  • Critical Thinking Exercises
  • References
  • Chapter 15 Future of Sport Marketing
  • Brian A. Turner and Kimberly S. Miloch
  • Chapter Objectives
  • Academic Trends
  • Online and Hybrid Learning
  • Summary
  • Critical Thinking Exercises
  • Discussion Questions
  • References
  • Index

Additional information

NLS9781465287526
9781465287526
1465287523
Marketing for Sport Business Success by Bonnie Parkhouse
New
Paperback
Kendall/Hunt Publishing Co ,U.S.
2017-07-26
277
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
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