Editorial Reviews
Book Description
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.
About the Author
Bernard J. Mullin, PhD, is a principal in the Aspire Group, a Denver-based sport marketing and consulting firm with a prestigious list of professional team, arena, and sport facility clients. His ten years as an executive in professional team sport include President/General Manager of the Denver Grizzlies, Senior Vice President of Business Operations for the Pittsburgh Pirates from 1986-1990, and Senior Vice President of Business Operations for the Colorado Rockies from 1991-1993. In all capacities, he initiated an increase in attendance and profitability. He is widely known as the “father of sport marketing theory” and the “guru of ticket sales.”
Besides his experiences in professional sport, Dr. Mullin spent twelve years in higher education. As Vice Chancellor of Athletics at the University of Denver, he took a Division II program to NCAA Division I classification, significantly increased ticket sales and more than tripled sponsorship revenues. As a professor of Sport Management at the University of Massachusetts, Dr. Mullin helped evolve the program to international prominence.
Stephen Hardy, PhD, is a Professor and Coordinator of the Sport Studies Program at the University of New Hampshire. A Fellow of the American Academy of Kinesiology and Physical Education, Dr. Hardy previously served as the Assistant Commissioner of the Eastern College Athletic Conference. In his 25 years in the field, he has supervised championships in venues such as the Boston Garden and Madison Square Garden and he has conducted projects for and with teams in Seattle, Pittsburgh, Cleveland, and Boston. In 1997, he was appointed UNH's faculty representative to the NCAA.
William A. Sutton is an Associate Professor and Graduate Program Director in the Sports Studies department at the University of Massachusetts-Amherst. Prior to assuming his present position, Dr. Sutton served as Vice President for Information Services for Del Wilber and Associates, a sport and lifestyle marketing agency, served as Coordinator of the Sport Management program at Ohio State University, and was a member of the faculty of Robert Morris College. A past president of North American Society for Sport Management, Dr. Sutton also is a principal in the consulting firm Audience Analysts and has worked for such clients as the NBA, the NFL, the NHL, Major League Baseball Properties, the LPGA, the NCAA, Hoop-It-Up, IBM, Mazda, and Sprint. Dr. Sutton has served as coeditor of Sport Marketing Quarterly and serves on the editorial board of the Journal of Sports Marketing & Sponsorship. Dr. Sutton is widely published in the field and has made more than 75 national and international presentations. The Cyber Journal of Sport Marketing named him Sport Marketer of the Year in 1999.
Sport Marketing,Bernard James Mullin,Stephen Hardy,William Anthony Sutton,Human Kinetics Publishers,0880118776,General,Marketing,Sports,Sports & Recreation,Sports Economics,Sports Medicine
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