Research Catalog

Title

Sport marketing / Bernard J. Mullin, Stephen Hardy, William A. Sutton.

Author

Mullin, Bernard James.

Publication

Champaign, IL : Human Kinetics, [2007], ©2007.

Items in the Library & Off-site

Details

Additional Authors

• Hardy, Stephen, 1948-
• Sutton, William Anthony, 1951-

Description

xii, 539 pages : illustrations; 29 cm

Subject

• Sports > Marketing

Bibliography (note)

• Includes bibliographical references (p. 501-522) and index.

Contents

Ch. 1. The special nature of sport marketing -- Ch. 2. Strategic marketing management -- Ch. 3. Studies of sport consumers -- Ch. 4. Perspectives in sport consumer behavior -- Ch. 5. Data-based marketing and the role of research in sport marketing -- Ch. 6. Market segmentation -- Ch. 7. The sport product -- Ch. 8. Managing sport brands -- Ch. 9. Licensed and branded merchandise -- Ch. 10. Pricing strategies -- Ch. 11. Promotions -- Ch. 12. Sales -- Ch. 13. Promotional licensing and sponsorship -- Ch. 14. Place or product distribution -- Ch. 15. Electronic media -- Ch. 16. Public relations -- Ch. 17. Coordinating and controlling the marketing mix -- Ch. 18. The legal aspects of sport marketing -- Ch. 19. The shape of things to come -- App. A. Sport industry organizations -- App. B. Sample surveys.

ISBN

• 9780736060523 (hard cover)
• 0736060529 (hard cover)

LCCN

2006035638

OCLC

• 74941202
• ocm74941202
• SCSB-5932024

Owning Institutions

Columbia University Libraries