Produktdetaljer
ISBN
9781718200944
Publisert
2022-05-03
Utgave
3. utgave
Utgiver
Vendor
Human Kinetics
Vekt
1134 gr
Høyde
279 mm
Bredde
216 mm
Aldersnivå
U, 05
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
400
Om bidragsyterne
Norm O’Reilly, PhD, MBA, CPA, is dean of the Graduate School of Business at the University of Maine and a professor of sport management in the Maine Business School. A Canadian, Dr. O’Reilly was the founding director of the International Institute for Sport Business and Leadership in the Gordon S. Lang School of Business and Economics at the University of Guelph. He has authored 16 books and more than 150 management journal articles. He was awarded the Distinguished Career Contributions Award by the American Marketing Association’s Sport Marketing Special Interest Group (2015) and is a fellow of the North American Society for Sport Management. O’Reilly was assistant chef de mission (assistant mission leader) for the Canadian team at the 2016 Paralympic Games in Rio, Brazil, and has attended four Olympic Games in various capacities with Team Canada.Benoît Séguin, PhD, is a professor of sport marketing in the School of Human Kinetics at the University of Ottawa. His research focuses mainly on sport sponsorship, ambush marketing, brand governance, and topics related to Olympic marketing. In addition to his academic work, Dr. Séguin has extensive experience in the management of Olympic sport organizations, including as marketing director of two national sport associations, past president of Diving Canada, assistant chef de mission (assistant mission leader) for the Canadian team (2003 Pan Am Games, Santo Domingo), and board member for several sport organizations.
Gashaw Abeza, PhD, is a professor at Towson University. Abeza taught graduate and undergraduate students at the University of Ottawa (Ottawa, Ontario) and Southern Methodist University (Dallas, Texas), and he guest lectured at four other universities. He has been an adjunct professor at the University of Guelph since 2019. His main research interest is marketing communications, with his specific area of expertise in digital media. He has researched and written extensively on the topic of social media in sport and is widely published. He is the coauthor of two books and coeditor of one book: Implications and Impacts of Esports on Business and Society (IGI Global), Sport Sponsorship Insights (Routledge), and Social Media in Sport: Theory and Practice (World Scientific). Dr. Abeza serves as an ad hoc reviewer for a number of academic journals. He currently serves on the editorial boards of eight academic journals: International Journal of Sport Communication; Sport, Business, and Management; Journal of Relationship Marketing; International Journal of Esports Research; Journal of Global Sport Management; Sport Marketing Quarterly; International Journal of Sports Marketing and Sponsorship; and the newly launched Sport Management Digest.
Michael L. Naraine, PhD, is an assistant professor in the department of sport management at Brock University and is also an honorary adjunct professor at La Trobe University in Victoria, Australia. His primary research interest is the area of digital sport management and marketing, examining the strategy, fan engagement, and analytics related to new developments in the sport business landscape, including social media, esports, business analytics, and artificial intelligence. Naraine is also a research fellow of the North American Society for Sport Management and is the current editor in chief of Case Studies in Sport Management. Additionally, he serves as an editorial board member for Sport Marketing Quarterly, International Journal of Sport Communication, and the newly founded Sports Innovation Journal.
The rapid professionalization of marketing in the sport industry has helped vault the business of sport into the upper echelons of the economy. Innovative, effective, timely, and culturally sensitive marketing allows sport managers to vie for consumer attention in an ever-expanding marketplace of competitors.Canadian Sport Marketing, Third Edition With HKPropel Access, brings to life the fundamental principles of marketing, drawn from Canadian experience, with the end goal of providing students with a toolbox of useful tactics, frameworks, models, and knowledge to support a promising career or future learning in sport marketing. It covers essential topics, including the Canadian sport system and Canadian consumer behavior, market research, branding, pricing, sponsorship, ambush marketing, traditional media, social media, and digital marketing. Additionally, a sample marketing plan provides instructors an invaluable opportunity for assigned experiential learning and gives students a practical tool for use in early career work.The only text focusing on Canadian sport marketing, this edition has been extensively updated to foster applied learning in sport marketing concepts and theories, supported by expert perspectives from the Canadian sport industry. Over 40 sport industry executives and experts contribute to the In the Know sidebars, Executive Perspective, and case studies, which draw from the most successful Canadian sport brands, events, and organizations to provide real-life application of the material.Authors Norm O’Reilly and Benoit Séguin welcome Gashaw Abeza and Michael Naraine, forming an author team with comprehensive professional experience in the Canadian sport sector. With reflections on, and references to, a variety of Canadian and provincial sport entities, this third edition offers the following:Learning objectives provide students a road map to navigate the content while maximizing retention.In the Know sidebars direct student attention to the consideration of real-world situations and sport business analysis.Executive Perspective sidebars, written by individuals who work within the industry, bring sport marketing concepts to life by using examples from Canadian sport businesses.Case studies in HKPropel allow enhanced practical application and use real Canadian examples with questions to ensure critical analysis and understanding.Test Your Knowledge questions help students assess their learning. Answers are provided in the instructor guide.A glossary helps students identify and learn key vocabulary within the text.A sample marketing plan provides an opportunity to review a completed marketing plan, and students can also use it as a template for creating their own plan.Also new to Canadian Sport Marketing, Third Edition, are case studies and quizzes delivered through HKPropel. These are designed to increase student engagement and help students more deeply examine their comprehension of the material.Strengthen and prepare students for future success in the sport industry with Canadian Sport Marketing, Third Edition With HKPropel Access.Note: A code for accessing HKPropel is included with all new print books.
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Canadian Sport Marketing, Third Edition, brings sport marketing concepts to life with examples from Canadian sport business, preparing students for future careers in the field.
ForewordRichard Pound, IOC MemberIntroductionBob Wanzel, Founding Director, Institute for Sport Marketing, Laurentian UniversityPart I. Introducing Canadian Sport MarketingChapter 1. An Introduction to Sport MarketingExecutive Perspective: Mark Harrison, President and CEO, The T1 AgencyAthlete Perspective: Curtis Knight, National Lacrosse League (NLL) Player and Marketing ProfessionalExpert Perspective: Jonathon Edwards, Associate Professor of Kinesiology, University of New BrunswickWhat Is Marketing?The Uniqueness of Sport MarketingChapter SummaryTest Your KnowledgeKey TermsChapter 2. The Canadian Sport IndustryExecutive Perspective: Katherine Henderson, CEO, Curling CanadaExecutive Perspective: Scott McRoberts, Director of Athletics, University of GuelphA Brief Introduction to CanadaSport Organizations in CanadaSport Events in CanadaSport Facilities in CanadaProfessional SportUniversity and College SportOlympic SportGrassroots and Amateur SportChapter SummaryTest Your KnowledgeKey TermsChapter 3. Sport-Market ResearchExecutive Perspective: Krista Benoit, President and CEO, iSPARK ConsultingExecutive Perspective: Indivar Kushari, COO, Q.i. Value Systems Inc., and Former Chief Data and Information Officer, Canadian Football LeagueTime as a Key Element in Marketing ResearchThe Uses of Marketing ResearchTypes of Market ResearchTypes of Data SourcesThe Market Research ProcessChapter SummaryTest Your KnowledgeKey TermsChapter 4. The Canadian Sport ConsumerExecutive Perspective: Rebecca Shanks, Vice President, The T1 AgencyExpert Perspective: Luke R. Potwarka, Director of the Spectator Technology and Experience (SEAT) Laboratory and Associate Professor of Recreation and Leisure Studies, University of WaterlooUnderstanding Sport ConsumptionSport Consumption as SpectatorsSport Consumption as ParticipantsChapter SummaryTest Your KnowledgeKey TermsPart II. Segmentation, Targeting, and Positioning and the Canadian Sport-Marketing MixChapter 5. Segmentation, Targeting, and Positioning in Canadian SportExecutive Perspective: Dale Hooper, Former Chief Brand Officer, Rogers, and Past Vice President of Marketing and Consumer Insights, PepsiCoExpert Perspective: Katie Sveinson, Assistant Professor in the School of Sport, Tourism and Hospitality Management, Temple University; and Larena Hoeber, Professor of Kinesiology and Health Studies and Associate Dean for Graduate Studies, Research, and Special Projects, University of ReginaSegmentation, Targeting, and Positioning (STP) as Economic AdvantageSTP as the Bridge to Marketing StrategyMarket SelectionTargetingPositioningCommon Target Markets in Canadian SportChapter SummaryTest Your KnowledgeKey TermsChapter 6. The Sport ProductExecutive Perspective: Darryl Boynton, Associate Vice President of Partnerships, Canadian Tire CorporationExpert Perspective: Terry Eddy, Assistant Professor of Sport Management, University of WindsorWhat Is the Sport Product?Sport Product FormsSport BrandsPackaging Elements of the Sport ProductChapter SummaryTest Your KnowledgeKey TermsChapter 7. The Digital Sport ProductExecutive Perspective: David Thomson, Vice President and Managing Director, NFL CanadaExecutive Perspective: Mark Nadolny, Products Manager–Digital and Data, Canadian Olympic CommitteeExpert Perspective: Alanna Harman, Assistant Professor of Kinesiology and Physical Education, Wilfrid Laurier UniversityExpert Perspective: Elio Antunes, President and CEO, ParticipACTIONWhat Makes a Sport Product Digital?Why Is the Digital Sport Product Special?What Are the Two Types of Digital Sport Products?Chapter SummaryTest Your KnowledgeKey TermsChapter 8. Branding in SportExecutive Perspective: Scott Smith, President and CEO, Hockey CanadaExecutive Perspective: Leah MacNab, Managing Director, National Basketball Association (NBA) CanadaExpert Perspective: Vijay Setlur, Sport Marketing Instructor in the Schulich School of Business, York UniversityBranding and SportBuilding Brand EquityThe Branding ProcessReal-Life Brand ManagementChapter SummaryTest Your KnowledgeKey TermsChapter 9. Pricing in Sport MarketingExpert Perspective: Mike Alcorn, Consultant, International Institute for Sport Business and LeadershipExpert Perspective: Peter Tingling, Associate Dean of the Undergraduate Program and Associate Professor of Management Information Systems in the Beedie School of Business, Simon Fraser UniversityExecutive Perspective: Matt Afinec, President and COO, Hamilton Tiger-Cats Football Club, 2021 Grey Cup Festival, and Forge FC Hamilton Soccer ClubPrice: What Is It?Price and the Four PsPrice and ValueEthics and PricingSetting PriceBreak-Even AnalysisControlling CostsKey Pricing IssuesChapter SummaryTest Your KnowledgeKey TermsChapter 10. Sport PromotionExecutive Perspective: Cameron Kusch, President, Guelph Nighthawks Basketball ClubExecutive Perspective: Erin Mathany, Vice President of Marketing and Partnerships, Canada Games CouncilPromotionPromotional MixExecutional Elements of PromotionsChapter SummaryTest Your KnowledgeKey TermsChapter 11. Media and Distribution in SportA Brief History of the Sport Media BusinessOverview of Media Rights RevenueModels of Delivering Sport ContentKey Players in the Sport Media Business in CanadaMedia Relations ManagementDistribution of Tangible Sport Products and EventsChapter SummaryTest Your KnowledgeKey TermsChapter 12. Social Media and Distribution in SportExecutive Perspective: John Delaney, Manager of Social Media, True North Sports + Entertainment–Winnipeg JetsExpert Perspective: Olan Scott, Assistant Professor of Sport Management, Brock UniversitySocial Media and Its Distinguishing FeaturesDimensions of Social Media Use in Sport MarketingPractical Guide: Managing Social Media PlatformsReturn on Investment from Social Media in SportChapter SummaryTest Your KnowledgeKey TermsPart III. Important Strategic Elements of Sport Marketing in CanadaChapter 13. Sport SponsorshipExecutive Perspective: Brenda Woods, Vice President of Marketing, Visa CanadaExecutive Perspective: Don Mayo, Global Managing Partner, IMI InternationalMarket Trends in Canadian SponsorshipSponsorship and ActivationHistory of SponsorshipSponsorship and Its Roots in PhilanthropyRelationship of Sponsorship to MarketingRelationship Between Sponsorship and AdvertisingCorporate Objectives and SponsorshipReaching the Target MarketSponsorship and Olympic and Paralympic Sport PropertiesChapter SummaryTest Your KnowledgeKey TermsChapter 14. Building Successful Sport SponsorshipsExecutive Perspective: Gavin Roth, Founder and Managing Partner, Gavin Roth + Associates Revenue Consultants Inc.Executive Perspective: François Robert, Executive Director of Partnerships, Canadian Paralympic CommitteeSponsorship StakeholdersSponsorship in Canada—A Model for Sport Sponsorship SuccessStep 1: Presponsorship PracticesStep 2: Negotiation StageStep 3: Sponsorship LifeStep 4: Sponsorship TerminationBest Practices in Canadian Sport SponsorshipChapter SummaryTest Your KnowledgeKey TermsChapter 15. Ambush MarketingThe Business Impact of Ambush MarketingWhat Does Ambush Marketing Look Like?Ambush Marketing: An Alternative to Traditional Sponsorship Strategies?Research on Ambush MarketingStrategies of Ambush MarketingCounterambushing StrategiesAmbush Marketing and ClutterChapter SummaryTest Your KnowledgeKey TermsChapter 16. Technology in Sport MarketingExpert Perspective: Dr. Cheri Bradish, Associate Professor of Marketing Management, Ryerson UniversityExecutive Perspective: Costa Kladianos, Vice President of Innovation and Technology, Canlan Ice SportsInformation Technology and Information SystemsInformation Systems in the Marketing CycleChapter SummaryTest Your KnowledgeKey TermsChapter 17. Social Marketing in SportExecutive Perspective: Allison Sandmeyer-Graves, CEO, Canadian Women & SportExpert Perspective: David Legg, Professor, Mount Royal UniversityWhat Is Social Marketing?When Is Social Marketing Appropriate?Understanding Social Marketing and the Company and ConsumerSegmentation, Targeting, and Positioning (STP) for Social MarketersSocial-Marketing StrategyTarget Market: High-Performance SportChapter SummaryTest Your KnowledgeKey TermsChapter 18. Sport-Marketing Strategy Implementation and EvaluationExecutive Perspective: Paul Ausman, Manager of Event Services, Ottawa Sports and Entertainment GroupExpert Perspective: Dana Lee Ellis, Associate Professor in the School of Sports Administration Management, Laurentian UniversityExecutive Perspective: Johnny Misley, CEO, Ontario Soccer, and Board of Directors, League1 OntarioMarketing-Strategy Implementation in SportMarketing-Strategy Evaluation in SportChapter SummaryTest Your KnowledgeKey TermsChapter 19. Olympic MarketingExecutive Perspective: Andrew Baker, Vice President of International Relations and Public Affairs, Canadian Olympic CommitteeExecutive Perspective: Debbie Low, CEO, Canadian Sport Institute OntarioExecutive Perspective: David Bedford, CEO, Athletics CanadaHistory of Olympic Sponsorship: 1896 to 1976IOC’s Sponsorship Expansion: 1976 to the PresentOlympic BroadcastingThe Olympic Programme (TOP) Sponsorship ProgramThe Olympic BrandOlympic Marketing in CanadaChapter SummaryTest Your KnowledgeKey TermsChapter 20. Marketing Plan ExampleExecutive Perspective: Dan MacKenzie, President, Canadian Hockey LeagueThe Desert Dry Rack: A Product by Desert Sports LimitedIntroduction and AcknowledgementExecutive SummaryMarket ResearchSituation AnalysisCompetition AnalysisMarketing StrategyFinancialsChapter Summary
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Produktdetaljer
ISBN
9781718200944
Publisert
2022-05-03
Utgave
3. utgave
Utgiver
Vendor
Human Kinetics
Vekt
1134 gr
Høyde
279 mm
Bredde
216 mm
Aldersnivå
U, 05
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
400
Om bidragsyterne
Norm O’Reilly, PhD, MBA, CPA, is dean of the Graduate School of Business at the University of Maine and a professor of sport management in the Maine Business School. A Canadian, Dr. O’Reilly was the founding director of the International Institute for Sport Business and Leadership in the Gordon S. Lang School of Business and Economics at the University of Guelph. He has authored 16 books and more than 150 management journal articles. He was awarded the Distinguished Career Contributions Award by the American Marketing Association’s Sport Marketing Special Interest Group (2015) and is a fellow of the North American Society for Sport Management. O’Reilly was assistant chef de mission (assistant mission leader) for the Canadian team at the 2016 Paralympic Games in Rio, Brazil, and has attended four Olympic Games in various capacities with Team Canada.Benoît Séguin, PhD, is a professor of sport marketing in the School of Human Kinetics at the University of Ottawa. His research focuses mainly on sport sponsorship, ambush marketing, brand governance, and topics related to Olympic marketing. In addition to his academic work, Dr. Séguin has extensive experience in the management of Olympic sport organizations, including as marketing director of two national sport associations, past president of Diving Canada, assistant chef de mission (assistant mission leader) for the Canadian team (2003 Pan Am Games, Santo Domingo), and board member for several sport organizations.
Gashaw Abeza, PhD, is a professor at Towson University. Abeza taught graduate and undergraduate students at the University of Ottawa (Ottawa, Ontario) and Southern Methodist University (Dallas, Texas), and he guest lectured at four other universities. He has been an adjunct professor at the University of Guelph since 2019. His main research interest is marketing communications, with his specific area of expertise in digital media. He has researched and written extensively on the topic of social media in sport and is widely published. He is the coauthor of two books and coeditor of one book: Implications and Impacts of Esports on Business and Society (IGI Global), Sport Sponsorship Insights (Routledge), and Social Media in Sport: Theory and Practice (World Scientific). Dr. Abeza serves as an ad hoc reviewer for a number of academic journals. He currently serves on the editorial boards of eight academic journals: International Journal of Sport Communication; Sport, Business, and Management; Journal of Relationship Marketing; International Journal of Esports Research; Journal of Global Sport Management; Sport Marketing Quarterly; International Journal of Sports Marketing and Sponsorship; and the newly launched Sport Management Digest.
Michael L. Naraine, PhD, is an assistant professor in the department of sport management at Brock University and is also an honorary adjunct professor at La Trobe University in Victoria, Australia. His primary research interest is the area of digital sport management and marketing, examining the strategy, fan engagement, and analytics related to new developments in the sport business landscape, including social media, esports, business analytics, and artificial intelligence. Naraine is also a research fellow of the North American Society for Sport Management and is the current editor in chief of Case Studies in Sport Management. Additionally, he serves as an editorial board member for Sport Marketing Quarterly, International Journal of Sport Communication, and the newly founded Sports Innovation Journal.