Advanced Theory and Practice in Sport Marketing

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Product Description

Effective marketing is essential for any successful sport organization, from elite professional sports teams to local amateur leagues. Now in a fully revised and updated second edition, Advanced Theory and Practice in Sport Marketing is still the only text to introduce key theory and best practice at an advanced level.

The book covers every key functional and theoretical area of sport marketing, including marketing �research, information systems, consumer behavior, logistics, retail management, sales management, e-commerce, promotions, advertising, sponsorship, and international business. This new edition includes expanded coverage of important contemporary issues, including social responsibility and ethics, social media and networking, relationship and experience marketing, recovery marketing, and social marketing. Every chapter contains extended cases and first-hand accounts from experienced sport marketing professionals from around the world. Following those cases are questions encouraging students and practitioners to apply their theoretical knowledge to real-world situations and to develop their critical thinking skills, while each chapter also includes helpful features such as definitions of key terms, summaries, and guides to further reading. A companion website includes an impressive array of additional teaching and learning resources, including a test bank of exam questions, PowerPoint slides, and extra case studies for lecturers and instructors, and useful web links, self-test multiple-choice questions, and glossary flashcards for students.

Advanced Theory and Practice in Sport Marketing goes further than any other sport marketing text in preparing the student 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, and for anybody working in sport marketing looking to develop and extend their professional skills.</P></p>

Advanced Theory and Practice in Sport Marketing Review

As someone who had done sport marketing for over 15 years - from almost every angle and across the spectrum of sports from the Olympics to MLB, I initially thought I'd be one of the better suited to review this book.

However, keeping in mind this was written for undergraduates, I found it wasn't what I expected. I expected a book that was written for people having at least a basic understanding of marketing and business principles (e.g. if in school, they would have taken an entry-level marketing and business principles class.)

But, this is a marketing 101 textbook for those that have had no previous marketing/business management education. It defines sport marketing as the marketing of any sport related product - from health drinks and branded t-shirts to ticket packages and sports-related retailers. Then, it hits the highlights of just about every major aspect of marketing & business management - planning, positioning, sales organizations, research, advertising, promotion, product life cycle, decision making, retail management,supply chain,merchandising, ethics, etc., etc., etc.

In deference to the title, four things occur: 1) In descriptions, the word "sport" is placed in front of marketing, even though it would be just as applicable without it, 2) Examples and case studies are drawn from the sports world, and 3)"From Theory to Practice" insets offer a quick look from someone in the industry with descriptions of their jobs and tips for entry-level positions, 4) Finally, it gives a better look at sponsorships than most other basic texts.

For professors. there's online powerpoint presentations and quizzes to support.

Bottom Line: I can't help thinking students that might never be exposed to basic Marketing or Business Management principles could very well be attracted to a class called "Sport Marketing", and would learn from this text. On the other hand, if you know the basics and want a really advanced look at Sport Marketing, I'd suggest picking something more targeted to your specific sport marketing needs or interests to get a truly "Advanced Theory and Practice" education.

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