Effective marketing is essential for any successful sport organization, from elite international teams to local leagues. Now in a fully revised and updated third edition, Advanced Theory and Practice in Sport Marketing is still the only text to introduce key theory and best practice at an advanced level.
This new edition goes beyond the introductory marketing course by exploring advanced marketing theories related to social responsibility, global issues, information systems, consumer behavior, product management, logistics, sales, promotions, and social/digital/mobile media. New to the edition are sections on branding, destination marketing, and performance evaluation that demonstrate how to measure impacts through sport marketing and how to use analytics to determine sport marketing success. Every chapter contains extended case studies and theory-to-practice insights from marketing professionals around the world and a companion website includes an impressive array of additional teaching and learning resources.
Advanced Theory and Practice in Sport Marketing goes further than any other textbook to prepare students for the real world of sport marketing. It is essential reading for any upper-level undergraduate or postgraduate course in sport marketing or sport business.
Table of Contents
PART I: Sport Marketing: The Basics
1. Introduction to Sport Marketing
2. Social Responsibility in Sport Marketing
3. International and Global Sport Marketing Concepts
PART II: Understanding the Sport Consumer
4. Sport Marketing Research and Information Systems
5. Sport Consumer Behavior
PART III: Preparing the Sport Marketing Infrastructure
6. Sport Products and Logistics Management
7. Branding and Sport Brand Management
8. Sales Management in Sport
PART IV: Promotional Aspects of Sport Marketing
9. Communications and the Sport Promotions Mix
10. Social, Digital, and Mobile Marketing in the Sport Industry
11. Destination Marketing and Sport
PART V: Evaluating Sport Marketing Performance
12. Generating Impacts and Legacies through Sport Marketing
13. Using Analytics to Determine Sport Marketing Success
Appendix 1: Master Syllabus
Appendix 2: Glossary
Eric C. Schwarz is a Senior Lecturer in Sport Management and Chair of the Postgraduate Courses in Sport Business and Integrity at Victoria University, Australia. He also serves as the Research Group Leader for Sport Business, Policy, and Integrity in the Institute of Sport, Exercise, and Active Living (ISEAL). He has published over 30 articles, book chapters, and encyclopedia entries; given more than 80 conference presentations, guest lectures, and keynote speeches globally; and was the recipient of the 2016 SMAANZ Industry Engagement Grant. In addition to three editions of this book, he is lead author for two editions of Sport Facility Operations Management: A Global Perspective, and the second edition of Managing Sport Facilities and Major Events, also published by Routledge
Jason D. Hunter a tenured Associate Professor of Physical Education in Sport Management at Rockford University, USA. Hunter has dedicated his life to teaching and coaching at the collegiate level, serving as a head coach of baseball and women’s soccer, assistant athletic director, and faculty member at New England College; head men’s and women’s soccer coach and faculty member at North Central College; and a tenured assistant professor of physical education at the College of DuPage. Hunter has been selected as Coach of the Year ten times and Adidas Central Coach of the Year in 2005. In his current role at Rockford University, he teaches both undergraduate and graduate classes in sport management, in addition to being responsible for developing a Master’s Degree in Sports Management
Featured Author Profiles
"The third edition of Advanced Theory and Practice in Sport Marketing is an excellent resource for both sport management faculty and students. Eric C. Schwarz and Jason D. Hunter have done a great job of delivering a timely and relevant new edition of their textbook. This text would be a welcome addition to any sport management program’s curriculum and would serve sport management students well as a wonderful resource for understanding the world of sport marketing. As the authors suggest, this text is intended to go beyond the basic entry-level discussion of sport marketing. The authors have succeeded in accomplishing their objective in this new thought-provoking edition of the book." – Tim Wilson, International Journal of Sport Communication
Please visit our companion website for additional support materials.