Introduction to Sport Marketing: Second edition, 2nd Edition (Paperback) book cover

Introduction to Sport Marketing

Second edition, 2nd Edition

By Aaron C.T. Smith, Bob Stewart


324 pages

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pub: 2015-01-06
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Introduction to Sport Marketing is an accessible and engaging introduction to key concepts and best practice in sport marketing. Aimed at students with little or no prior knowledge of marketing, the book outlines a step-by-step framework for effective sport marketing, from conducting market analysis and developing a strategy, through to detailed planning and implementation. The book has a wider scope than other sport marketing textbooks, recognising that students are just as likely to have to employ their marketing skills in community sport or the not-for-profit sector as in professional sport, and therefore represents the most realistic and useful sport marketing text currently available.

Now in a fully revised and updated second edition, the book has expanded coverage of digital and social media, product innovation, services and relationship marketing, and key contemporary issues such as social responsibility and sustainability. It features a much wider range of international cases and examples, covering North America, Europe, and the vibrant and rapidly developing sport markets in Asia-Pacific, the Middle East and Latin America. Every chapter includes a range of useful features to help the reader to engage with fundamental principles and applied practice, such as problem-solving exercises and review questions. Introduction to Sport Marketing is an essential textbook for any degree-level sport marketing course.

Table of Contents

1. Sport marketing introduction 2. Sport markets 3. Sport consumers 4. Sport marketing opportunities 5. Sport marketing strategy 6. Sport products and branding 7. Sport pricing 8. Sport distribution 9. Sport promotion 10. Sport sponsorship 11. Sport services 12. Sport digital marketing and social media 13. Sport marketing implementation and control

About the Authors

Aaron C.T. Smith is a Professor in the Graduate School of Business and Law at Royal Melbourne Institute of Technology (RMIT) University, Australia. Aaron has research interests in the management of psychological, organizational and policy change in business, sport, health, religion and society, and has authored fifteen books and consulted to more than 100 clients concerning these issues. Aaron’s qualifications include two doctorates, the first in management and the second in cognitive science.

Bob Stewart is director of the sport management and policy research program at Victoria University, Australia. Bob is one of Australia’s most experienced sport studies scholars, and has taught a range of sport management subjects at both undergraduate and postgraduate level, including sport finance, sport policy, sport strategy, sport organisation performance, sport economics and sport and globalisation. Bob has also written widely on the commercial evolution of sport, and his theories of hyper-commercialisation and post-modernisation in sport are used as templates for the analysis of the sport–business nexus.

About the Series

Sport Management Series

This Sport Management Series has been providing a range of texts for core subjects in undergraduate sport business and management courses around the world for more than 10 years. These textbooks are considered essential resources for academics, students and managers seeking an international perspective on the management of the complex world of sport.

Many millions of people around the globe are employed in sport organizations in areas as diverse as event management, broadcasting, venue management, marketing, professional sport, community and collegiate sport, and coaching as well as in allied industries such as sporting equipment manufacturing, sporting footwear and apparel, and retail.

At the elite level, sport has moved from being an amateur pastime to one of the world’s most significant industries. The growth and professionalization of sport has driven changes in the consumption and production of sport and in the management of sporting organizations at all levels of sport.

Managing sport organizations at the start of the 21st century involves the application of techniques and strategies evident in leading business, government and nonprofit organizations. This series explains these concepts and applies them to the diverse global sport industry.

To support their use by academics, each text is supported by current case studies, targeted study questions, further reading lists, links to relevant web-based resources, and supplementary online materials such as case study questions and classroom presentation aids.

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Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / Marketing / General
SPORTS & RECREATION / Business Aspects