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|  | |  | | | Advanced Theory and Practice in Sport Marketing | | | | | SKU:
8396313 | | In Stock | | Availability:
Usually ships in 1 business days | | Only 1 left in stock, order soon! | | | | | | Advanced Theory and Practice in Sport Marketing is the first book to address this increasingly popular subject at an advanced level. Where existing sport marketing texts restate concepts learned at an introductory marketing level, this book goes beyond, by expanding the knowledge of the student with advanced marketing theory which is specifically related to the crucial areas in sport marketing.
Advanced Theory and Practice in Sport Marketing is vital reading for any sport marketing student wishing to progress their knowledge and take their understanding of the industry to the next level.
*Practitioner interviews accompanying every chapter, teaming practical advice with high-level sports marketing theory
* A clear structure where each chapter includes chapter outlines, chapter objectives, a glossary and ethical and global case studies for illustrative and informative real-world understanding
* PowerPoint slides and an electronic test bank available online to accelerate learning
* An analysis of advanced topics untouched by existing publications such as data analysis, sport
marketing information systems, sport marketing logistics and more | | | |
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| | Product Details | | Author: | Eric C. Schwarz | | Paperback: | 480 pages | | Publisher: | Butterworth-Heinemann | | Publication Date: | February 26, 2008 | | Language: | English | | ISBN: | 0750684917 | | Product Width: | 176.0 centimeters | | Product Height: | 248.0 centimeters | | Product Weight: | 2.16 pounds | | Package Length: | 9.9 inches | | Package Width: | 7.0 inches | | Package Height: | 1.1 inches | | Package Weight: | 2.15 pounds | | Average Customer Rating: |  based on 22 reviews |
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| | Customer Reviews | Average Customer Review: ( 22 customer reviews )
Write an online review and share your thoughts with other customers.
Most Helpful Customer Reviews
6 of 6 found the following review helpful:
 Marketing 101 - with a sport angle Jul 10, 2009
By J. Lee
"imajeel"
As someone who had done sport marketing for over 15 years - from almost every angle and across the spectrum of sports from the Olympics to MLB, I initially thought I'd be one of the better suited to review this book.
However, keeping in mind this was written for undergraduates, I found it wasn't what I expected. I expected a book that was written for people having at least a basic understanding of marketing and business principles (e.g. if in school, they would have taken an entry-level marketing and business principles class.)
But, this is a marketing 101 textbook for those that have had no previous marketing/business management education. It defines sport marketing as the marketing of any sport related product - from health drinks and branded t-shirts to ticket packages and sports-related retailers. Then, it hits the highlights of just about every major aspect of marketing & business management - planning, positioning, sales organizations, research, advertising, promotion, product life cycle, decision making, retail management,supply chain,merchandising, ethics, etc., etc., etc.
In deference to the title, four things occur: 1) In descriptions, the word "sport" is placed in front of marketing, even though it would be just as applicable without it, 2) Examples and case studies are drawn from the sports world, and 3)"From Theory to Practice" insets offer a quick look from someone in the industry with descriptions of their jobs and tips for entry-level positions, 4) Finally, it gives a better look at sponsorships than most other basic texts.
For professors. there's online powerpoint presentations and quizzes to support.
Bottom Line: I can't help thinking students that might never be exposed to basic Marketing or Business Management principles could very well be attracted to a class called "Sport Marketing", and would learn from this text. On the other hand, if you know the basics and want a really advanced look at Sport Marketing, I'd suggest picking something more targeted to your specific sport marketing needs or interests to get a truly "Advanced Theory and Practice" education.
2 of 2 found the following review helpful:
 Comprehensive, incorrectly titled marketing book Jul 03, 2009
By Chen Sun
"WebAndNet.com"
The title of this book isn't quite right. This is a general marketing survey book in sports marketing--covering most parts of sports marketing. It is a competently written book, but not an "Advanced" marketing type of book, as all that seem to be here are basic marketing principles, with a slight skew toward sports marketing. There are very few insights about sports marketing.
I'm in marketing, but not sports marketing, and believe anyone already in sports marketing wouldn't read this book, because it is boo basic. But, it's a good introduction book to sports marketing for anyone wanting to know what its marketing people do. Too dry and lengthy for those for those who are in marketing wanting to know about sports marketing, and too much of a textbook for those who are simply curious about sports marketing.
1 of 1 found the following review helpful:
A textbook for undergraduates, a bit dry for sports fans Nov 25, 2009
By Jared Castle
This wasn't the book I anticipated when I placed my Amazon Vine order. This is a textbook, for better or worse, designed for the classroom. I read J. Lee's Amazon review and echo many of his opinions. However, students unfamiliar with basic marketing language will be well served by this book.
I was expecting a collective memoir from industry professionals. At the end of chapter, a real-world example is provided. This is the most engaging section of the book as the case examples are written by professionals in the sport marketing industry. "Mullet Night" (page 203) and the "Red Bull Northwest Business Unit" (page 380) are two case studies that stood out to me.
"Advanced Theory and Practice in Sport Marketing" provides a solid appendix, glossary and index, features that are too often missing or given poor attention from other non-fiction books I review.
In summary, this textbook is a good resource for undergraduate students. Sports fans who hope to learn what makes their favorite team run will be sorely disappointed. For them, I suggest dusting off a copy of Moneyball: The Art of Winning an Unfair Game by Michael Lewis.
Rating: Four stars (as a textbook for undergraduate students).
1 of 1 found the following review helpful:
A really good introduction to sports marketing Jul 16, 2009
By N. Hawkins
"whereishawkins"
I admit: I have no background in sports or marketing. However, I'm an avid lover of Major League Soccer and Women's Professional Soccer, and heavily involved with their supporters' groups. I thought that a book like this might be overkill because I wanted to get an understanding of how sports are marketed and what goes on behind the scenes, and, quite possibly, learn something that would be beneficial in helping build support for my beloved teams.
For a book labeled "Advanced Theory", it was a primer on marketing first with an emphasis on sports marketing second. That's not a bad thing, but just a poor title. And it's not a bad read for those with a casual interest. Yes, it's a textbook, but it's not boring and dry.
What I liked the most about the book was that it was filled with real-life applications and working examples. For someone like me, I need examples and not just marketing rhetoric.
This isn't an advanced theory book. It's an introduction to marketing with a sports emphasis. But it's still a great book to get started in understanding more about sports than just showing up and watching.
1 of 1 found the following review helpful:
serious aspects about its subject Jul 10, 2009
By W Boudville
The book gives an indepth account of the myriad factors in sports marketing. To a newcomer it provides a good education in understanding these aspects.
For example, given that you are reading this on the Internet, the book discusses online marketing and sales, via websites for various promoters, teams and equipment manufacturers. (En route, it also explains a common misconception that the Internet and the Web are the same.) We see that this is not a magic bullet for great sales. The items being offered can vary from equipment, like running shoes, to tickets for games at stadiums. The author stresses that online efforts need to be integrated with traditional offline practises like sponsorships or endorsements.
Speaking of which, it explains that sponsorships and endorsements are different things, since laypersons often conflate the two. An endorsement is a special type of sponsorship. Also, we see that firms who sponsor might prefer athletes who compete as individuals, in sports like golf, because that makes it easier to establish them as single person brands. Team sport athletes are trickier. Though of course many do end up getting lucrative packages.
One attraction about the book is that it's not about fluff. It's a textbook that shows the serious side and details of its subject. Not a book equivalent of those sports magazines that ooh and aah over their subjects. Maybe deliberately, the book does not talk much about specific athletes. This also enhances the book's appeal. Athletes have a limited sporting lifetime, which can also act to date a book that emphasises them.
See all 22 customer reviews on Amazon.com
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