Includes bibliographical references and index.

The special nature of sport marketing -- Strategic marketing management -- Studies of sport consumers -- Perspectives in sport consumer behavior -- Data-based marketing and the role of research in sport marketing -- Market segmentation -- The sport product -- Managing sport brands -- Licensed and branded merchandise -- Pricing strategies -- Promotions -- Sales -- Promotional licensing and sponsorship -- Place or product distribution -- Electronic media -- Public relations -- Coordinating and controlling the marketing mix -- The legal aspects of sport marketing -- The shape of things to come

Using real-world examples, this title provides material about key areas in sport marketing that prepares students for careers in the industry. It incorporates various areas of marketing into a sport-specific context. It helps students to learn how to build a sport marketing plan and study the behaviors of sport consumers.