Sport Marketing [Hardcover]

Bernard James Mullin (Author), Mullin (Author), Bernard J. Mullin (Author)

Book Description

ISBN-10: 0880118776 | ISBN-13: 978-0880118774 | Publication Date: January 2000 | Edition: 2 Sub

This student text provides a foundation of theory and principles for those seeking sports management position It provides an overview of the reasons and foundations for sport marketing as well as theoretical and research issues, and why market segmentation is important

Editorial Reviews

About the Author

Bernard J. Mullin, PhD, is a principal in the Aspire Group, a Denver-based sport marketing and consulting firm with a prestigious list of professional team, arena, and sport facility clients. His ten years as an executive in professional team sport include President/General Manager of the Denver Grizzlies, Senior Vice President of Business Operations for the Pittsburgh Pirates from 1986-1990, and Senior Vice President of Business Operations for the Colorado Rockies from 1991-1993. In all capacities, he initiated an increase in attendance and profitability. He is widely known as the “father of sport marketing theory” and the “guru of ticket sales.”

Besides his experiences in professional sport, Dr. Mullin spent twelve years in higher education. As Vice Chancellor of Athletics at the University of Denver, he took a Division II program to NCAA Division I classification, significantly increased ticket sales and more than tripled sponsorship revenues. As a professor of Sport Management at the University of Massachusetts, Dr. Mullin helped evolve the program to international prominence.

Stephen Hardy, PhD, is a Professor and Coordinator of the Sport Studies Program at the University of New Hampshire. A Fellow of the American Academy of Kinesiology and Physical Education, Dr. Hardy previously served as the Assistant Commissioner of the Eastern College Athletic Conference. In his 25 years in the field, he has supervised championships in venues such as the Boston Garden and Madison Square Garden and he has conducted projects for and with teams in Seattle, Pittsburgh, Cleveland, and Boston. In 1997, he was appointed UNH’s faculty representative to the NCAA.

William A. Sutton is an Associate Professor and Graduate Program Director in the Sports Studies department at the University of Massachusetts-Amherst. Prior to assuming his present position, Dr. Sutton served as Vice President for Information Services for Del Wilber and Associates, a sport and lifestyle marketing agency, served as Coordinator of the Sport Management program at Ohio State University, and was a member of the faculty of Robert Morris College. A past president of North American Society for Sport Management, Dr. Sutton also is a principal in the consulting firm Audience Analysts and has worked for such clients as the NBA, the NFL, the NHL, Major League Baseball Properties, the LPGA, the NCAA, Hoop-It-Up, IBM, Mazda, and Sprint. Dr. Sutton has served as coeditor of Sport Marketing Quarterly and serves on the editorial board of the Journal of Sports Marketing & Sponsorship. Dr. Sutton is widely published in the field and has made more than 75 national and international presentations. The Cyber Journal of Sport Marketing named him Sport Marketer of the Year in 1999.

Product Details

• Hardcover: 441 pages
• Publisher: Human Kinetics Publishers; 2 Sub edition (January 2000)
• Language: English
• ISBN-10: 0880118776
• ISBN-13: 978-0880118774
• Product Dimensions: 11.3 x 8.8 x 1.3 inches
• Shipping Weight: 3.2 pounds
• Average Customer Review: 5.0 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #916,117 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

10 of 12 people found the following review helpful:

5.0 out of 5 stars Sport Marketing sets the standard., February 20, 1999

By A Customer

This review is from: Sport Marketing (Hardcover)

This book sets the standard for sport marketing literature. Sport Marketing provides a good overview of marketing concepts and how they are applied to the sport product. Dr. Sutton is THE guru of sports marketing and delivers a quality instructional and practical guide for the serious sport manager.

10 of 12 people found the following review helpful:

5.0 out of 5 stars The ONLY book worth having as a sport marketer!, February 5, 1999

By A Customer

This review is from: Sport Marketing (Hardcover)

If your job is to sell sports, you MUST own this book. Otherwise, you're just a sports wannabe who is constantly guessing about what works and what doesn't. It is the only book that shows you guaranteed ways to build sustainable attendance figures. It shows how factors such as your facility, your promotion efforts, location, pricing, and product relate with each other to provide an overall experience for your customers.

Get this book, use it, and change your career for the better!

2 of 2 people found the following review helpful:

5.0 out of 5 stars The Bible of Sport Marketing, September 10, 2010

By 

Industry Vet - See all my reviews

Amazon Verified Purchase

This review is from: Sport Marketing - 3rd Edition (Hardcover)

As undergraduate and graduate degree offerings in sports industry management have proliferated, so have the classroom tools. This book stands head and shoulders above all others addressing marketing/sales issues for its conceptual and practical content, its depth and ease of reading. The authors have the benefit of knowing first hand what it takes to succeed in the teaching setting and what it takes to succeed in the real sports world because they have experienced both over and over . . . and over again.