Table of Contents

Chapter 1: The Special Nature of Sport Marketing; Chapter 2: Strategic Marketing Management; Chapter 3: Studies of Sport Consumers; Chapter 4: Perspectives in Sport Consumer Behavior; Chapter 5: Data-Based Marketing and the Role of Research; Chapter 6: Market Segmentation; Chapter 7: The Sport Product; Chapter 8: Managing Sport Brands; Chapter 9: Licensed and Branded Merchandise; Chapter 10: Pricing Strategies; Chapter 11: Promotions; Chapter 12: Sales: Management and Applications; Chapter 13: Promotional Licensing and Sponsorship; Chapter 14: Place or Product Distribution; Chapter 15: Electronic Media; Chapter 16: Public Relations; Chapter 17: Coordinating and Controlling the Markeing Mix; Chapter 18: The Legal Aspects of Sport Marketing; Chapter 19: The Shape of Things to Come.

About the Author

Bernard Mullin has 30 years of experience in sport management, involving executive positions with professional teams and leagues. He holds a PhD in business, an MBA and an MS in marketing from the University of Kansas, and a BA in business studies from Coventry University in the UK. Stephen Hardy is a professor of kinesiology and co-ordinator of the sport studies programme at the University of New Hampshire. He is also a former co-editor of Sport Marketing Quarterly. William Sutton is a regular contributor to the Sport Business Journal and has authored over 100 articles. He is past president of the North American Society for Sport Management and a founding member of the Sport Marketing Association.