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• Title Page
• Copyright
• Contents
• Foreword
• Preface
• 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 Management
• Marketing Planning Process
• Strategic Step 1: Develop Vision, Mission, and Values
• Strategic Step 2: Develop Strategic Goals and Objectives
• Strategic Step 3: Develop a Ticket Marketing, Sales, and Service Plan
• Strategic Step 4: Integrate the Marketing Plan Into a Broader, Strategic Resource Allocation
• Strategic Step 5: Control and Evaluate Implementation of the Plan
• Eight-Point Ticket Marketing, Sales, and Service Plan Model
• 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?
• Importance of 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
• Ultimate Goal of Sport Marketing: Get and Keep Consumers in the Frequency Elevator
• 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, Corporate Partnerships, and the Role of Activation
• What Is Sponsorship?
• Sponsorship in the Marketing Mix
• Growth of Sponsorship
• What Does Sport Sponsorship Have to Offer?
• Corporate Objectives
• Athlete Endorsement
• Sponsor Activation
• Selling Sponsorships
• Ethical Issues in Sponsorship
• Wrap-Up
• Chapter 11. Social Media in Sports
• What Is Social Media?
• Social Media and the Marketing Mix
• Building an Audience
• Engaging Fans
• Social Media Platforms
• Leveraging Players and Talent
• 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
• Pricing Basics
• Secondary Ticket Market
• 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
• Patents
• Sport Marketing Communications Issues
• Ambush Marketing
• Right of Publicity and Invasion of Privacy
• Contractual Issues Involving Consumers
• Promotion Law Issues
• Emerging Issues
• Wrap-Up
• Chapter 15. The Evolving Nature of Sport Marketing
• Cross-Effects Among the Five Ps
• Controlling the Marketing Function
• The Shape of Things to Come
• Wrap-Up
• Glossary
• References
• Index
• About the Authors
• Contributors