Windy Dees, PhD, is a professor of sport administration in the School of Education and Human Development at the University of Miami. She has served as associate chair of the department of kinesiology and sport sciences. Her research expertise is in corporate sponsorship effectiveness and event marketing strategies and in how sport organizations can use these forms of marketing communication to enhance live events and generate revenue. Dees' research has examined a multitude of variables, including brand awareness, brand and event personality, image transfer, sponsorship effectiveness, purchase behaviors, and a multitude of event marketing and management factors. Her research has been published in Sport Marketing Quarterly, International Journal of Sport Management, International Journal of Sports Marketing and Sponsorship, Journal of Sponsorship, and Sport Management Education Journal. Dees serves as the graduate program director for sport administration at the University of Miami. She has served as president of the Sport Marketing Association, executive editor of the Global Sport Business Journal, editorial board member for Sport Marketing Quarterly, and guest reviewer for many other sport management academic journals. Prior to entering academia, she was an account executive for Synergy Sports Marketing in Orlando, Florida, selling and servicing corporate partnerships in professional golf. Dees earned her bachelor's degree in psychology and communications from Rollins College in Winter Park, Florida, where she was an All-American tennis player. She earned her master's degree in exercise and sport sciences from the University of Florida in Gainesville, Florida, and her doctorate in sport management from Texas A&M University in College Station, Texas. She is frequently invited to be a sport business expert in publications such as Forbes, Bleacher Report, Variety, and Dallas Morning News and has been a guest on ESPN Radio. Patrick Walsh, PhD, is an associate professor of sport management in the David B. Falk College of Sport and Human Dynamics at Syracuse University. He previously held faculty positions at Indiana University and the University of Miami. His research focuses on the brand management practices of sport organizations and how they can best harness the power of their brand to further their business objectives. He has examined topics such as the effectiveness of brand extensions in sports, the rebranding of sport organizations, and the use of new media forums-specifically sport video games and social media outlets-as marketing and branding tools. His research has been published in journals such as Sport Marketing Quarterly, Journal of Sport Management, Sport Management Review, International Journal of Sports Marketing and Sponsorship, and Journal of Consumer Marketing. Walsh has also served on the editorial boards of Sport Marketing Quarterly, International Journal of Sport Management, and Journal of Global Sport Management, and he was an executive board member of the Sport Marketing Association. In 2016, he was named a research fellow of the Sport Marketing Association, which honors individual accomplishments and excellence in sport marketing research. Prior to entering academia, Walsh worked in marketing with the National Football League's Buffalo Bills and was an associate with Velocity Sports and Entertainment (now MKTG), where he developed and executed strategic marketing plans for a number of today's top sponsors of professional and collegiate sport properties. Walsh earned a bachelor's degree in marketing and entrepreneurship and emerging enterprises from Syracuse University, a master's degree in sport administration from Canisius College, and a doctorate in kinesiology with an emphasis in sport management from the University of Minnesota. Chad McEvoy, EdD, is vice provost for faculty affairs at Northern Illinois University, having previously served as a faculty member at Illinois State University and Syracuse University. McEvoy previously served as chair of the department of kinesiology and physical education at Northern Illinois University from 2015 to 2019. McEvoy has coauthored three textbooks in the sport management discipline, and his research has been featured in more than 100 media outlets, such as The New York Times, The Wall Street Journal, The Chronicle of Higher Education, PBS Newshour with Jim Lehrer, and USA Today. In June 2008, he served as a panelist before the prestigious Knight Commission on Intercollegiate Athletics in a discussion on the effectiveness of NCAA penalties for rule violations. McEvoy's research has also been published in leading sport management academic journals such as the Journal of Sport Management, Sport Management Review, and Sport Marketing Quarterly. McEvoy served as president of the Sport Marketing Association and has held the roles of founding editor of Case Studies in Sport Management and coeditor of the Journal of Issues in Intercollegiate Athletics. McEvoy was the 2015 recipient of the prestigious Sutton Award, awarded by the Sport Marketing Association each year to an educator best exemplifying the organization's mission to expand the body of knowledge in sport marketing through close connection to the sport industry. Steve McKelvey, JD, joined the Mark H. McCormack Department of Sport Management at University of Massachusetts-Amherst in 2002, after spending 15 years in the sport industry in New York City. His sport marketing, sponsorship, and sales experience includes six years in the corporate sponsorship division of Major League Baseball, where he served a pivotal role in the creation of the league's corporate sponsorship program and was instrumental in the generation of over $50 million in corporate sponsorship revenues. He subsequently spent six years building a profitable in-house sport marketing agency within one of the country's leading sport magazine publishers, developing and implementing sales promotions for clients such as Wise Snacks, Beck's Beer, Century 21 Real Estate, U.S. Postal Service, and Suzuki. Prior to joining the University of Massachusetts faculty, he taught as an adjunct professor of sport law at the Seton Hall School of Law. He has authored articles on sport marketing, licensing, and the law for publications such as American Business Law Journal, Virginia Sports and Entertainment Law Journal, Seton Hall Journal of Sport Law, Entertainment and Sports Lawyer, Journal of Legal Aspects of Sport, Journal of Sport Management, Sport Management Review, Sports Business Journal, and Brandweek. McKelvey holds a bachelor's degree in American studies from Amherst College, a master's degree from the University of Massachusetts sport management program, and a juris doctorate from Seton Hall School of Law. He was admitted to the New York State Bar in 1993.
Description
This is the loose-leaf version of Sport Marketing, Sixth Edition With HKPropel Access, which offers students a less expensive, printed version of the text. Empower students to feel capable and confident as they prepare to enter the dynamic world of sport marketing. Sport Marketing, Sixth Edition With HKPropel Access, is the leading resource for undergraduate and graduate students, offering the foundational knowledge essential for success in the field of sport marketing. This introductory text features an authoritative authorship team of academic scholars and professionals. The new sixth edition features updated content designed to keep students at the cutting edge of sport marketing: Heavier focus on technology and how it continues to revolutionize and drive the sport industry, including increased streaming options and the proliferation of online sports gambling Emphasis on data and analytics to make more informed business decisions Examination of how digital platforms serve as critical communication channels driving sport marketing strategy Consideration of name, image, and likeness (NIL) legislation and policies Marketing strategies for effective sport sponsorship and promotion at the collegiate level Coverage of sales processes, addressing both traditional methods and new strategies for the mobile age Discussion of advanced ticketing practices, such as artificial intelligence (AI) technology in sales and the process of selling digital media and streaming inventory Related online resources delivered through HKPropel prepare students to apply classroom concepts to professional settings. A semester-long project requires students to create their own sport marketing plan, building on assignments provided in each chapter of the textbook. In addition, links to video content are provided for each chapter, and new flash cards offer an additional study aid for students. The text offers comprehensive coverage of the core concepts of sport marketing-product, price, promotion, place, and public relations-and has been extensively revised to reflect the evolving landscape. Enhanced by a full-color presentation, the text incorporates the latest technological advancements, industry examples, global perspectives, case studies, and professional profiles, providing an ideal blend of theory, research, and real-world application for today's students. Sport Marketing prepares the next generation of sport marketers to meet the ever-changing wants, needs, and communication styles of today's passionate sports fans and consumers. It also represents a reliable reference for marketers working in the sport industry. A code for accessing HKPropel is included with all new print books.
Chapter 1. The Special Nature of Sport Marketing Sport Marketing Then and Now The Sport Industry Sport Marketing Defined Marketing Myopia in Sport Uniqueness of Sport Marketing Wrap-Up Chapter 2. Strategic Marketing Marketing Planning Process Strategic Step 1: Develop Vision, Mission, and Values Strategic Step 2: Develop Strategic Goals and Objectives Strategic Step 3: Develop Tactics to Support the Strategic Plan Strategic Step 4: Integrate the Marketing Plan Into a Broader, Strategic Resource Allocation Strategic Step 5: Control and Evaluate Implementation of the Plan Marketing Models Wrap-Up Chapter 3. Understanding the Sport Consumer Socialization, Involvement, and Commitment External Factors Internal Factors Responses Wrap-Up Chapter 4. Market Research and Analytics in the Sport Industry Sources of Information Users of Market Research in Sport and Entertainment Application of Market Research in the Sport Industry Performing the Right Research Data Analytics Wrap-Up Chapter 5. Market Segmentation and Target Marketing What Is Market Segmentation? Four Bases of Segmentation Target Marketing Wrap-Up Chapter 6. The Sport Product What Is the Sport Product? The Sport Product: Its Core and Extensions Key Issues in Sport Product Strategy Wrap-Up Chapter 7. Managing Sport Brands What Is Branding? Building Brands and Brand Equity Benefits of Brand Equity How Brand Equity Is Developed Leveraging Brand Equity Identifying and Measuring Your Brand Protecting the Brand Additional Brand Management Considerations Wrap-Up Chapter 8. Promotion and Paid Media Promotion: The Driver to Sales Paid Media Advertising Media for Sport Promotional Concepts and Practices Promotional Components Putting It All Together: An Integrated Promotional Model Wrap-Up Chapter 9. Public Relations What Is Public Relations? Public Relations in the Sport Marketing Mix Sport Public Relations and Content Creation in the Digital and Social Media Age Public Relations, Advocacy, and the Art of Influencing Public Opinion Sport, Television, and Entertainment Influence on Sport Public Relations Wrap-Up Chapter 10. Sponsorship and the Role of Activation What Is Sponsorship? Sponsorship in the Marketing Mix Growth of Sponsorship and Lifestyle Marketing Corporate Objectives Athlete Endorsement Sponsor Activation Selling Sponsorships Ambush Marketing and the Ethics of Sponsorship Wrap-Up Chapter 11. Social Media in Sports Marketing What Is Social Media? The Dominance of Social Media The Benefits of Social Media Drawbacks of Social Media Social Networks Social Media and Sports Careers Wrap-Up Chapter 12. Sales and Service Relationship Between Media, Sponsors, and Fans and the Sales Process What Is Sales? Database Sport Marketing and Sales Typical Sales Approaches Used in Sport Primary Ticketers and Secondary Ticket Marketplaces Customer Lifetime Value, Service, and Retention Wrap-Up Chapter 13. Delivering and Distributing Core Products and Extensions Placing Core Products and Their Extensions Theory of Sport and Place Facility Marketing Channels Product-Place Matrix Wrap-Up Chapter 14. Legal Aspects of Sport Marketing Intellectual Property Trademark Infringement Copyright Law and Sport Marketing Right of Publicity and Invasion of Privacy Contractual Issues Involving Consumers Promotion Law Issues Emerging Issues Wrap-Up