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:
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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 reality
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Greater emphasis on data and analytics to make more informed business
decisions
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In-depth examination of how social media and digital platforms serve
as critical communication channels to drive sport marketing strategy
and execution
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New content on target marketing, including understanding millennial
sports fans and engaging with Generation Z
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Updated coverage of sales processes, addressing both traditional
methods and new strategies for the mobile age
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Discussion 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.
