Sport marketing is more accessible than ever, with sport business
professionals, companies, the media, athletes, teams, coaches, and fans
connecting in new ways and with new experiences. Sport Marketing, Fifth
Edition With HKPropel Access, presents a modernized, current-day approach to
the dynamic industry of sport marketing. A full-color presentation brings this
vibrant field to life with comprehensive coverage—balanced between theoretical
and practical—to provide an understanding of the foundations of sport
marketing and how to enhance the sport experience. Building on the legacy that
Bernard Mullin, Stephen Hardy, and William Sutton established in the first
four editions, a new author team, handpicked by their predecessors, draw from
their modern experience in the field to add a fresh perspective to this
essential text. They bring the sport industry directly to the reader through
extensive industry examples, interviews of top sports executives, challenging
case studies, and global perspectives from teams, leagues, and other agencies
around the world. Reflecting the evolving landscape of sport marketing, the
text will prepare students to stay on the leading edge with the following
updates: A focus on current and emerging technologies and how they have
revolutionized the sport industry—ranging from mobile video streaming and
fantasy sports to artificial intelligence and virtual realityGreater emphasis
on data and analytics to make more informed business decisionsIn-depth
examination of how social media and digital platforms serve as critical
communication channels to drive sport marketing strategy and executionNew
content on target marketing, including understanding millennial sports fans
and engaging with Generation ZUpdated coverage of sales processes, addressing
both traditional methods and new strategies for the mobile ageDiscussion of
modern ticketing practices and the secondary ticket market, including how
leagues partner with secondary ticket providers and the impact on pricing
strategies Also new to the fifth edition are related online learning aids, now
delivered through HKPropel, designed to engage students and test comprehension
of the material. Exclusive video interviews with sport industry leaders offer
insights into how they incorporate marketing strategies into their daily work.
Discussion questions and activities for each chapter guide students to apply
core concepts, and web search activities provide opportunities for students to
compare strategies found on sport organization websites and other online
locations. In addition, chapter objectives, an opening scenario, sidebars
highlighting key concepts, and Wrap-Up, Activities, and Your Marketing Plan
sections at the ends of chapters offer students additional learning tools as
they explore how fans, players, coaches, the media, and companies interact to
drive the sport industry. With Sport Marketing, Fifth Edition With HKPropel
Access, students will develop valuable marketing skills and prepare for a
successful career in the competitive world of sport marketing. Note: A code
for accessing HKPropel is included with all new print books. Read more