This is the loose-leaf version of Sport Marketing, Fifth Edition,
which offers students a less expensive, printed version of the
text. 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: 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 Greater emphasis on data and analytics to make more
informed business decisions In-depth examination of how social
media and digital platforms serve as critical communication
channels to drive sport marketing strategy and execution New
content on target marketing, including understanding millennial
sports fans and engaging with Generation Z Updated coverage of
sales processes, addressing both traditional methods and new
strategies for the mobile age 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.
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