Sport Marketing - 3rd Edition » (3rd Edition)

Bernard J. Mullin, PhD, is currently president and chief executive officer of Atlanta Spirit, LLC. In this role he is in charge of guiding all facets of the Spirit's operations, including overseeing all team and business operations for the NBA's Hawks and NHL's Thrashers and management of the world-class Philips Arena.

Mullin has nearly 30 years of experience in the sport management industry, involving executive positions with professional teams and leagues where he specializes in start-ups and turnarounds, breaking numerous all-time league ticket sales and attendance records. Before coming to Atlanta, Mullin served as the NBA's senior vice president of marketing and team business operations. Mullin has also served as president and general manager of a minor league hockey team, the IHL's Denver Grizzlies; senior vice president of business operations for the Colorado Rockies; and senior vice president of business for the Pittsburgh Pirates. He has also acted as the owner's representative on major design and construction projects, including Coors Field and University of Denver's award-winning athletic facilities.

Before and during his career in professional sports, Mullin spent several years in intercollegiate athletics and higher education. He served as vice chancellor of athletics for the University of Denver and as professor of sport management at the University of Massachusetts. Mullin holds a PhD in business, an MBA, and an MS in marketing from the University of Kansas, where he coached the varsity soccer program, and a BA business studies from Coventry University in England, where he played soccer semiprofessionally for the Oxford City Football Club.

Stephen Hardy, PhD, is professor of kinesiology and coordinator of the sport studies program at the University of New Hampshire, where he is also an affiliate professor of history. At UNH since 1988, he serves as faculty representative to the NCAA and chairs the president's Athletics Advisory Committee. In 2003, he served as interim vice provost for undergraduate studies.

Hardy has also taught at the University of Massachusetts (where he earned his PhD), the University of Washington, Robert Morris College, and Carnegie Mellon University. Over three decades, he has taught courses in sport marketing, athletic administration, and sport history, as well as a popular introduction to the sport industry. Besides Sport Marketing, his publications include How Boston Played (1982, 2003) and numerous articles, book chapters, and reviews in academic presses. His reviews and opinions have also appeared in popular outlets such as the Boston Globe, the New York Times, and the Sports Business Journal. From 1995 to 1999, he was coeditor of the Sport Marketing Quarterly. In 1997, he was elected a fellow of the American Academy of Kinesiology and Physical Education. In May 2001, he won the Lifetime Research Award from UNH's School of Health and Human Services.

Hardy has extensive experience in college athletics. He played hockey for Bowdoin in the late 1960s and cocaptained the 1969 his twin brother, Earl. After coaching stints at Vermont Academy and Amherst College, he joined the Eastern College Athletic Conference in 1976, where he served as assistant commissioner and hockey supervisor until 1979. During this time, he supervised collegiate championships in venues such as the Boston Garden and Madison Square Garden, and he worked closely with the NCAA Ice Hockey Committee and its affiliated championships. He served on the board of directors of the America East Athletic Conference from 2000 to 2002. In 2003, he was selected by the Hockey East Association as one of 20 special friends to celebrate the league's 20th anniversary.

William A. Sutton, EdD, currently serves as a professor and associate department head for the DeVos Sport Business Management graduate program at the University of Central Florida. In addition to his duties at UCF, Dr. Sutton is the founder and principal of Bill Sutton & Associates, a consulting firm specializing in strategic marketing and revenue enhancement. Before assuming his current positions, Dr. Sutton served as vice president of team marketing and business operations for the National Basketball Association and has held academic appointments at Robert Morris University, Ohio State University, and the University of Massachusetts at Amherst.

In addition to Sport Marketing, Dr. Sutton is a coauthor of Sport Promotion and Sales Management. He has also authored more than 100 articles and has made more than 100 national and international presentations. Dr. Sutton is a past president of NASSM and a founding member of the Sport Marketing Association (SMA) and Sport Marketing Quarterly, where he has also served as coeditor. Dr. Sutton is a featured author for Street and Smith's Sports Business Journal (SBJ) and for the basketball strategy and business magazines Basketball Gigante and FIBA Assist published in Italy.

Dr. Sutton's professional experience includes service as a special events coordinator for the City of Pittsburgh, a YMCA director, vice president of information services for an international sport marketing firm, commissioner of the Mid-Ohio Conference, and cofounder and principal of the consulting firm Audience Analysts. Dr. Sutton received his BA, MS, and EdD from Oklahoma State University, where he was inducted into the College of Education Hall of Fame in 2003. Dr. Sutton is also an inaugural member of the Robert Morris University Sport Management Hall of Fame (2006).

The first edition of Sport Marketing was a groundbreaking text in the emerging sport management field. Now, the three internationally recognized experts who helped define the field have updated and expanded their pioneering text. Sport Marketing (Second Edition) reflects the latest developments in the industry and contains valuable new information.

Authors Mullin, Hardy, and Sutton have not simply borrowed mainstream marketing theory and applied it to sports-they've actually built distinct new theory about sport marketing based on their own extensive field experience and research. With this accessible, entertaining text readers will become skilled at

• Studying and understanding the market
• Developing a strategy
• Clarifying the sport organization's needs and goals
• Implementing marketing plans through sponsorship, licensing, pricing, promotions, advertising, broadcasting, and sales

Abundant case studies translate several sport marketing professionals' experiences into learning scenarios that help readers understand how to apply the core concepts. There are also chapter objectives and summaries (Wrap-Ups) to guide students through the material, plus a collection of observations on future trends in the field contributed by leading sport marketing professionals.

Essential for students and practitioners alike, Sport Marketing integrates and applies broad theory and specific examples to teach readers the fundamental principles of successful sport marketing.

Booknews

New edition of a text in which Stephen Hardy (U. of New Hampshire), Bernard J. Mullin (Roller Hockey International, Inc.) and William A. Sutton (U. of Massachusetts-Amherst) present new theory about sport marketing based on their own extensive field experience and research. The 18 chapters reveal how to study and understand the market, develop a marketing strategy, clarify a sport organization's needs and goals, and implement marketing plans through sponsorship, licensing, pricing, promotions, advertising, broadcasting and sales. Case studies translate several professionals' experiences into learning scenarios. Concludes with observations of future trends in the field. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Foreword by David J. Stern, Commissioner of the National Basketball Association Preface Acknowledgments

Chapter 1. The Special Nature of Sport Marketing Global Marketing Strategy The Competitive Marketplace Sport Marketing Defined Marketing Myopia in Sport The Slowly Growing Sport Marketing Profession The Uniqueness of Sport Marketing A Model of the Sport Industry Consolidation in the Sport Industry

Chapter 2. Strategic Marketing Management Sport Strategy Is More Than Locker Room Talk Implementing a Sport Marketing Program Strategic Step 1: Visualize and Position the Organization Vis-à-Vis the Market Strategic Step 2: Clarify Your Goals and Objectives Strategic Step 3: Develop a Marketing Plan Strategic Step 4: Integrate the Marketing Plan Into a Broader, Strategic Allocation of Resources That Ensure Success Strategic Step 5: Control and Evaluate the Plan's Implementation

Chapter 3. Studies of Sport Consumers Types of Sport Consumer Studies Reading Sport Consumer Studies

Chapter 4. Perspectives in Sport Consumer Behavior Socialization, Involvement, and Commitment Environmental Factors Individual Factors Decision Making for Sport Involvement

Chapter 5. Data-Based Marketing and the Role of Research in Sport Marketing An Integrated Data-Based Approach to Marketing Sport Characteristics of an Ideal Data-Based Marketing System Customer Relationship Management (CRM) Systems Building the DBM System Role of Market Research Data Sources for an Effective Data-Based Marketing System Types of Primary Market Research Used in Sport Common Problems in Sport Marketing Research

Chapter 6. Market Segmentation What Is Market Segmentation?
Four Bases of Segmentation Integrated Segmentation Strategies and Tactics

Chapter 7. The Sport Product What Is the Sport Product?
The Sport Product: Its Core and Extensions Key Issues in Sport Product Strategy

Chapter 8. Managing Sport Brands Importance of Brand Equity Benefits of Brand Equity How Brand Equity Is Developed

Chapter 9. Licensed and Branded Merchandise What Are Licensing and Branding?
A History of Licensed Products Industry Structure Current Issues and Trends in Licensing and Branding

Chapter 10. Pricing Strategies The Basics of Pricing Core Issues Standard Approaches to Pricing Special Pricing Factors Writing About Price and Value

Chapter 11. Promotions The Catchall P: Promotion Advertising Advertising Media for Sport Promotional Concepts and Practices Promotional Components The Ultimate Goal: Moving Consumers up the Escalator Putting it All Together—An Integrated Promotional Model

Chapter 12. Sales Sales Defined Direct Data-Based Sport Marketing Typical Sales Approaches Used in Sport Tips for Effective Implementation

Chapter 13. Promotional Licensing and Sponsorship Sponsorship Defined Sponsorship's Place Within the Marketing Mix The Growth of Sponsorship What Does Sport Sponsorship Have to Offer?
Corporate Objectives Evaluating and Ensuring Sponsorship Effectiveness Selling the Sponsorship Ethical Issues in Sponsorship

Chapter 14. Place or Product Distribution Placing Core Products and Their Extensions Theory of Sport and "Place"
The Facility Evaluating Consumer Opinion Marketing Channels The Product-Place Matrix

Chapter 15. Electronic Media The Electronic Media Landscape It's Not Just Play-by-Play The Digital Future

Chapter 16. Public Relations Public Relations Defined Public Relations Functions Media Impact on Sport Public Relations Strategic Planning and Public Relations Integrating Sales, Promotion, Sponsorship, Media, and Community Relations

Chapter 17. Coordinating and Controlling the Marketing Mix Cross-Impacts Among the Five Ps Controlling the Marketing Function

Chapter 18. The Legal Aspects of Sport Marketing What Is Intellectual Property?
Trademark Infringement Trademarks and the Internet Unfair Competition and Unfair Trade Practices Copyright Law and Sport Marketing Patents Right of Publicity and Invasion of Privacy Emerging Issues

Chapter 19. The Shape of Things to Come Looking Ahead to 2011: A Sports Business Odyssey Looking Back for Inspiration but Looking Forward for Disruption My Fearless Predictions for the Next Five Years in Sport Sponsorship The Future of Team Sport Business Sport Industry Jobs in the Next Five Years From Our Crystal Ball From Our Crystal Ball Redux: By the Year 2012

Appendix A Sport Industry Organizations
Appendix B Sample Surveys

Endnotes Index About the Authors