With an abundance of goods and services available to consumers in the sport industry, it can be difficult for products or organizations to stand out from the competition. Combining theoretical foundation with real-world examples, the updated fifth edition of Developing Successful Sport Marketing Plans guides readers through the sequential process of creating and implementing a winning marketing strategy—including understanding the market environment, defining target markets, developing marketing objectives and strategies, and evaluating the plan.
Esteemed scholar and author Mark S. Nagel joins internationally recognized academician David Stotlar in writing the revised fifth edition that includes updated information and examples, interviews with sport marketing professionals to provide insight into the industry, and worksheets to provide a hands-on guide to assist students in crafting a sport marketing plan.
Table of Contents:
Preface
Acknowledgments
CHAPTER 1: Developing a Marketing Framework
CHAPTER 2: Creating a Value Proposition
CHAPTER 3: Understanding the Market Environment
CHAPTER 4: Target Markets
CHAPTER 5: Marketing Objectives
CHAPTER 6: Marketing Strategies
CHAPTER 7: Marketing Mix
CHAPTER 8: Implementation, Control, and Evaluation
References
Index
About the Authors
About the Author :
Dr. David K. Stotlar teaches on the University of Northern Colorado faculty in the areas of sport marketing, sponsorship, and event management. He has had more than 60 articles published in professional journals and has written several textbooks and book chapters on sport management and marketing. He has made numerous presentations at international and national professional conferences.
On several occasions, he has served as a consultant in sport management to various sport professionals and in the area of sport marketing and sponsorship, to multinational corporations and international sport managers. Dr. Stotlar was selected by the United States Olympic Committee as a delegate to the International Olympic Academy in Greece and the World University Games Forum in Italy and served as a venue media center supervisor for the 2002 Olympic Games. He has conducted international seminars in sport management and marketing for the Hong Kong Olympic Committee, the National Sports Council of Malaysia, Mauritius National Sports Council, the National Sports Council of Zimbabwe, the Singapore Sports Council, the Chinese Taipei University Sport Federation, the Bahrain Sport Institute, the government of Saudi Arabia, the South African National Sports Congress, and the Association of Sport Sciences in South Africa.
Dr. Stotlar's contribution to the profession includes an appointment as Coordinator of the Sport Management Program Review Council (NASPE/NASSM) from 1999–2001. He previously served as Chair of the Council on Facilities and Equipment of the American Alliance for Health, Physical Education, Recreation and Dance and as a Board Member and later as President of the North American Society for Sport Management. Dr. Stotlar was a member of the initial group of professionals inducted as NASSM Research Fellows. He is also a founding member of the Sport Marketing Association.
Mark S. Nagel, EdD, is a professor in the Department of Sport and Entertainment Management at the University of South Carolina. He also serves as an adjunct faculty member at the IE Business School in Madrid, Spain, the University of San Francisco, and St. Mary's College of California. Nagel is the associate director of the College Sport Research Institute and has previously served as the treasurer of the North American Society for Sport Management and the Sport and Recreation Law Association. In addition to publishing numerous journal articles and book chapters, Nagel has co-authored six textbooks, including two published by FiT Publishing: Developing Successful Sport Sponsorship Plans, 5th edition, and multiple editions of Sport Facility Management: Organizing Events and Mitigating Risks.
Prior to working at South Carolina, Nagel served as a sport management professor at Georgia State University, the University of West Georgia, and San Jose State University. Before pursuing a career in academe, Nagel was a practitioner in athletic coaching and administration, as well as campus recreation. During his years as an assistant coach of the women's basketball team at the University of San Francisco, he helped lead the team to three NCAA Tournament appearances, including the Sweet 16 in 1996.
