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The 4 Ps of Sports Marketing: A Winning Strategy
Author: Dr. Anya Sharma, PhD in Sports Management, Professor of Marketing at the University of California, Berkeley.
Publisher: Sports Business Journal, a leading publication covering the business of sports, providing expert analysis and insights into the industry.
Editor: Mark Johnson, MBA, experienced sports marketing editor with 15+ years in the industry.
Keywords: 4 Ps of sports marketing, sports marketing strategy, product, price, place, promotion, marketing mix, case studies, sports marketing examples.
Abstract: This article delves into the fundamental principles of the 4 Ps of sports marketing – Product, Price, Place, and Promotion – illustrating their crucial role in creating successful marketing campaigns. Through real-world examples, personal anecdotes, and insightful case studies, we’ll unpack how these elements intertwine to build brand loyalty, drive revenue, and ultimately, achieve victory on and off the field.
1. Product: More Than Just a Game
The 'Product' in the 4 Ps of sports marketing encompasses far more than just the game itself. It's the total experience a fan receives. This includes the atmosphere, the quality of the venue, the player interactions, the merchandise, and even the pre- and post-game entertainment.
I remember attending a San Francisco Giants game years ago. While the game itself was exciting, the truly memorable part was the vibrant atmosphere. The lively crowd, the organ music, the mascot interacting with fans – it all contributed to a holistic product experience that exceeded expectations. This is what separates a good sporting event from a great one – the carefully curated "product" experience.
Case Study: The Golden State Warriors – The Warriors haven't just marketed basketball; they’ve marketed an experience. Their arena, Chase Center, is a state-of-the-art facility with exceptional amenities, fostering a premium product. They've carefully cultivated a brand synonymous with success, innovation, and a fun atmosphere, significantly enhancing the value proposition beyond the game itself.
2. Price: Finding the Sweet Spot
Pricing in the 4 Ps of sports marketing involves a delicate balancing act. You need to consider factors like the target audience's disposable income, the perceived value of the experience, and competitive pricing. Setting the right price is crucial to maximizing revenue and attracting the right fans.
I once worked on a project for a minor league baseball team. Initially, they priced tickets quite high, aiming for a premium experience. However, this resulted in low attendance. After conducting thorough market research and adjusting prices to be more competitive and accessible, they saw a significant boost in ticket sales and overall revenue. This highlighted the importance of finding the optimal price point – one that balances profitability and accessibility.
Case Study: Formula 1's tiered pricing model. Formula 1 effectively uses tiered pricing, offering various ticket packages at different price points catering to different fan demographics. This allows them to capture a broader market while ensuring profitability.
3. Place: Accessibility and Distribution
'Place' in the 4 Ps of sports marketing refers to the accessibility of the product – how and where fans can engage with it. This is about more than just the stadium. It's about ticket distribution channels, online platforms, merchandise availability, and even the visibility of advertising.
During my time at a college athletic department, we faced the challenge of reaching a younger audience. By leveraging social media, online ticketing platforms, and creating engaging digital content, we successfully broadened our reach and attracted a new generation of fans. Simply putting tickets on sale wasn’t enough; we had to strategically “place” the product where our target demographic would encounter it.
Case Study: Manchester United's global brand presence. Manchester United has masterfully leveraged "place" through extensive global merchandise distribution, robust digital engagement, and strategic partnerships, extending its brand reach beyond its physical location in England.
4. Promotion: Telling Your Story
Effective promotion is the lifeblood of the 4 Ps of sports marketing. This involves communicating the value proposition of your sporting event or team to the target audience through a variety of channels. This could include traditional advertising, social media campaigns, public relations, sponsorships, and experiential marketing.
My consulting work often involves helping teams develop compelling narratives and then translating them into engaging marketing campaigns. For example, a local hockey team struggling with attendance revamped their marketing strategy. They shifted from solely focusing on game results to highlighting the community impact and family-friendly atmosphere. This resulted in a substantial increase in fan engagement and attendance. Storytelling is at the heart of effective promotion.
Case Study: Nike's "Just Do It" campaign. Nike's long-running "Just Do It" campaign transcends simple product advertising; it promotes an aspirational lifestyle associated with athleticism and achievement, dramatically impacting brand loyalty.
The Interplay of the 4 Ps of Sports Marketing
The true power of the 4 Ps of sports marketing lies in their synergistic effect. They are not isolated elements but rather interconnected components that work together to achieve a holistic marketing strategy. A captivating product needs effective pricing and accessible distribution channels, all supported by a powerful promotional campaign. Ignoring one element weakens the overall strategy. Mastering the interplay of these elements is the key to success in the competitive world of sports marketing.
Conclusion:
Understanding and skillfully implementing the 4 Ps of sports marketing is crucial for any organization looking to maximize its reach, revenue, and brand impact. It's not just about selling tickets or merchandise; it's about crafting an unforgettable experience, building lasting relationships with fans, and creating a thriving sporting ecosystem. By consistently analyzing, adapting, and refining the 4 Ps of sports marketing, sports organizations can ensure ongoing success in a dynamic and ever-evolving market.
FAQs:
1. What are some common mistakes in sports marketing? Common mistakes include ignoring target audience segmentation, failing to leverage digital channels effectively, and neglecting data analysis to optimize campaigns.
2. How can social media impact the 4 Ps of sports marketing? Social media influences all four Ps, providing direct promotion channels, enabling dynamic pricing strategies, enhancing accessibility via live streams and interactive content, and significantly shaping brand perception.
3. How does sponsorship fit into the 4 Ps of sports marketing? Sponsorship is primarily a promotional tool, enhancing brand visibility and associating positive brand attributes with the sponsored team or event.
4. How can data analytics improve sports marketing? Data analytics helps optimize pricing, target audience segmentation, channel selection, and measure the effectiveness of promotional campaigns, leading to data-driven decision-making.
5. What's the role of experiential marketing in the 4 Ps of sports marketing? Experiential marketing enhances the "product" aspect, creating memorable events and experiences that build strong fan connections.
6. How can small sports organizations effectively utilize the 4 Ps? Small organizations can focus on targeted marketing, leverage free or low-cost digital channels, build strong community ties, and develop unique, memorable experiences.
7. How do the 4 Ps differ between professional and amateur sports? While the principles remain the same, the scale, budget, and target audience will significantly influence the implementation of the 4 Ps. Amateur sports might emphasize community engagement more heavily.
8. What is the future of the 4 Ps of sports marketing? The future likely involves greater integration of technology, personalized experiences, and a deeper focus on data-driven decision-making and sustainability.
9. How can I measure the success of my sports marketing campaign? Success should be measured by various key performance indicators (KPIs), including ticket sales, merchandise sales, brand awareness, social media engagement, and overall fan satisfaction.
Related Articles:
1. Developing a Winning Sports Marketing Strategy: This article explores the strategic planning process for effective sports marketing, considering market research, target audience identification, and overall marketing objectives.
2. The Power of Social Media in Sports Marketing: This article focuses specifically on the various social media platforms and how they can be effectively utilized for promotion, fan engagement, and brand building.
3. Pricing Strategies in the Sports Industry: This article delves deep into various pricing models suitable for different sporting events and organizations, including dynamic pricing and value-based pricing.
4. Leveraging Data Analytics for Improved Sports Marketing: This article discusses the role of data in optimizing sports marketing campaigns, using data to improve decision-making and drive better outcomes.
5. Experiential Marketing in Sports: Creating Memorable Moments: This article explores the use of experiential marketing techniques to create unique and engaging experiences for fans, fostering strong brand loyalty.
6. The Role of Sponsorships in Sports Marketing: This article details the strategies and benefits of securing sponsorships for teams and events, focusing on effective partnership management.
7. Building a Strong Brand Identity in Sports: This article provides a framework for developing a compelling brand identity that resonates with the target audience, including logo design, messaging, and overall brand positioning.
8. Measuring the ROI of Sports Marketing Campaigns: This article examines effective methods for tracking key performance indicators (KPIs) to assess the effectiveness and return on investment of various marketing initiatives.
9. Ethical Considerations in Sports Marketing: This article discusses the ethical implications of sports marketing, covering topics like responsible advertising, fan protection, and the avoidance of misleading marketing practices.
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| 4 ps of sports marketing: Sports Marketing Daniel J. Bruton, 2015-02-13 In Sports Marketing: The View of Industry Experts, industry leaders discuss how they achieved their position, what their daily schedules look like, and what interesting projects and challenges are currently upon them. Through these bios, readers will get a behind the scenes look at the many different opportunities available in the wide field of sports marketing, as well as a look at the fundamentals of the positions described. |
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| 4 ps of sports marketing: The 20 Ps of Marketing David Pearson, 2013-12-03 Marketing has changed dramatically since the four classic Ps of the marketing mix (price, product, promotion and place) were proposed. The new marketing landscape is characterized by the demand for constant innovation, rising pressure on budgets, the growth of social media and the impact of issues of sustainability and ethics. As the business landscape has transformed so have the fundamental areas marketers need to master to succeed. The 20 Ps of Marketing provides a thorough guide to marketers at all levels of the new elements of the marketing mix they need to contend with for business success including: planning; persuasion; publicity; positioning; productivity; partnerships; passion and more. Combining practical advice with case studies it covers brands that have changed the game through mastery of the 20 Ps such as Häagen-Dazs and Sony, and others, such as Kodak, who got left behind. This essential guide to the current face of marketing strategy provides marketers with a thorough and valuable grounding to the new fundamentals of marketing. |
| 4 ps of sports marketing: Market Research Methods in the Sports Industry Neven Šerić, Jasenko Ljubica, 2018-05-29 The book addresses issues relating to market research applied to the sports business. It aims to cover both theory and practice, targeting students, academics and sports clubs and organisations. |
| 4 ps of sports marketing: Marketing the Sports Organisation Alain Ferrand, Scott McCarthy, 2008-08-27 Marketing and the world of sport overlap in two main ways: in the marketing of sports related products and services, and in the use of sports events to market a broader range of products and services. Marketing the Sports Organisation introduces the most effective marketing methods and tools available to sports organizations, and offers practical, |
| 4 ps of sports marketing: Sport Marketing Bernard J. Mullin, Stephen Hardy, William A. Sutton, 2018-10-30 Sport Marketing, Fourth Edition With Web Study Guide, has been streamlined and updated to keep pace with the latest information and issues in the competitive world of sport marketing. This text maintains its position as the best-selling and original text in the field, continuing to direct students to a better understanding of the theoretical backbone that makes sport marketing such a unique and vibrant subject to study. Using the new full-color format and companion web study guide, students will stay engaged as they explore how fans, players, coaches, the media, and companies interact to drive the sport industry. Heavily updated with more contributions from industry professionals and emphasis on social media platforms that have revolutionized the field in recent years, this edition contains practical material that prepares students for careers in sport marketing. It also includes these updates: •A web study guide featuring exclusive video interviews with industry professionals and accompanying activities that tie core concepts and strategies from the book into applied situations •Instructor ancillaries enhanced by gradable chapter quizzes that can be used with learning management systems •An attractive and engaging full-color interior •Chapter objectives, opening scenarios, engaging sidebars, and photos throughout the text that guide students in grasping important concepts •Wrap-Up, Activities, and Your Marketing Plan sections at the end of each chapter that offer opportunities for self-assessment and review The highly respected authors have long been recognized for their ability to define this exciting field, combining academic study and current research with industry experience for an unmatched learning experience for students preparing to enter the working world. The content in this fourth edition of Sport Marketing has been reorganized to make it easier to use in the classroom. Chapters 1 through 3 provide an overview of the field of sport marketing as an area of study and profession. Chapters 4 and 5 teach students how to research and study the behaviors of sport consumers, including an overview of marketing segmentation. Chapters 6 through 13 provide extensive information on the nuts and bolts of the field, including the five Ps of sport marketing and special sections on branding, sales and service, engagement and activation, community relations, and social media. The final chapters explore legal issues, integration, and the future of sport marketing. Instructors may also take advantage of the student web study guide and complete package of ancillaries to enhance learning and presentation of core concepts. All materials, including the web study guide, instructor guide, test package, presentation package plus image bank, and LMS-compatible chapter quizzes, are available online. The world of sport marketing continues to evolve. Sport Marketing, Fourth Edition With Web Study Guide, offers students a complete view of the expansive field of sport, providing an understanding of the foundations of sport marketing and how to enhance the sport experience. |
| 4 ps of sports marketing: Strategic Sport Marketing David Shilbury, Shayne Quick, Daniel Funk, Hans Westerbeek, Adam Karg, 2020-07-25 Sport now has to compete for the consumer dollar with a vast array of leisure activities online as well as offline. Successful sport marketing is the result of carefully structured planning, creativity and perseverance. Integrating the unique characteristics of sport with traditional marketing theory, Strategic Sport Marketing presents a framework of strategic decision-making. The authors outline the diverse markets for sport: participants, sponsors, spectators and fans. International case studies and 'sportviews' selected from a wide range of sports and media illustrate the unique features of sport marketing. Strategic Sport Marketing is a practical tool and theoretical guide to sport marketing internationally. The fourth edition of this widely used text is fully revised and updated. It includes new material on sports promotion, customer service and social media, as well as new case studies. 'A sport marketing text at the undergraduate level needs to engage both student and teacher. . . I believe Strategic Sport Marketing does this rather well.' - Sport Management Review '. . . a comprehensive illustration of the integration of sport marketing theory with sport marketing practice.' - Journal of Sport Management |
| 4 ps of sports marketing: The Palgrave Handbook of Paralympic Studies Ian Brittain, Aaron Beacom, 2018-02-15 This handbook provides a critical assessment of contemporary issues that define the contours of the Paralympic Movement generally and the Paralympic Games more specifically. It addresses conceptualisations of disability sport, explores the structure of the Paralympic Movement and considers key political strategic and governance issues which have shaped its development. The Palgrave Handbook of Paralympic Studies is written by a range of international authors, a number of whom are senior strategists as well as academics, and explores legacy themes through case studies of recent Paralympic games. Written in the wake of the 2016 Rio Paralympic Games, it provides an assessment of contemporary challenges faced by the International Paralympic Committee and other key stakeholders in the Paralympic Movement. Its critical assessment of approaches to branding, classification, social inclusion and technological advances makes this handbook a valuable resource for undergraduate study across a range of sport and disability related programmes, as well as a point of reference for researchers and policy makers. |
| 4 ps of sports marketing: Research Methods and Design in Sport Management Damon P. S. Andrew, Paul Mark Pedersen, Chad D. McEvoy, 2019-10-16 Research Methods and Design in Sport Management, Second Edition, explains research design, implementation, and assessment criteria with a focus on procedures unique to the discipline of sport management. |
| 4 ps of sports marketing: Introduction to Sport Marketing Aaron C.T. Smith, Bob Stewart, 2014-12-17 Introduction to Sport Marketing is an accessible and engaging introduction to key concepts and best practice in sport marketing. Aimed at students with little or no prior knowledge of marketing, the book outlines a step-by-step framework for effective sport marketing, from conducting market analysis and developing a strategy, through to detailed planning and implementation. The book has a wider scope than other sport marketing textbooks, recognising that students are just as likely to have to employ their marketing skills in community sport or the not-for-profit sector as in professional sport, and therefore represents the most realistic and useful sport marketing text currently available. Now in a fully revised and updated second edition, the book has expanded coverage of digital and social media, product innovation, services and relationship marketing, and key contemporary issues such as social responsibility and sustainability. It features a much wider range of international cases and examples, covering North America, Europe, and the vibrant and rapidly developing sport markets in Asia-Pacific, the Middle East and Latin America. Every chapter includes a range of useful features to help the reader to engage with fundamental principles and applied practice, such as problem-solving exercises and review questions. Introduction to Sport Marketing is an essential textbook for any degree-level sport marketing course. |
| 4 ps of sports marketing: Team Sports Marketing Kirk Wakeland, 2007-02-07 Some might argue that sports marketing is a mere subfield of marketing, meaning that there are theoretical and practical dimensions that apply only to sports marketing and are only of interest to those involved in sports. In Team Sports Marketing, author Kirk Wakefield dispels this argument by demonstrating that effective sports marketing epitomizes the science and art of marketing across any context. At the core of sports marketing is the creation and enhancement of fan identification, where consumers are not just loyal customers, but have become brand fanatics. Team Sports Marketing shows that while many aspects of sports marketing are thought to be unique to the field, other product and service sectors would do well to learn from teams in the NFL, NBA, MLB, and NHL that have transformed customers into fans. Moving beyond principles of marketing, Team Sports Marketing is packed with examples of best practices and covering subjects as diverse as sponsorships, season ticket sales, venue management and all topics in between. Team Sports Marketing is a must read text for students and managers in professional and collegiate sports. Support materials for professors and students are available at www.teamsportsmarketing.com. |
| 4 ps of sports marketing: Introduction to Sport Marketing Aaron Smith, 2012-06-14 Introduction to Sport Marketing is a highly accessible text that presents the key principles and tools of sport marketing. Written by an expert in sport management and marketing, it combines clear explanations with case studies, exercises, web-based activities and illustrations, highlighting the techniques applicable to the non-profit, professional, and government sectors of sport. In addition to addressing traditional sport marketing concepts, the text also offers a unique chapter on cutting edge ideas and technologies in new media sport marketing. Written for readers new to sport marketing or at the start of their careers, the text equips the reader with a strong knowledge basis. |
| 4 ps of sports marketing: Competing with Giants Phương Uyên Trần, Jackie Horne, 2018 Asia's growing economic clout is starting to re-shape global business rules that have been molded by Western multinationals for many decades. The region's rising star, Vietnam, is now flexing its economic muscles and Competing with Giants tells the story of its transformation from war ruin to dynamic nation through the experiences of Tân Hiệp Phát (THP), the drinks company founded by Phương Uyên Trần's family. Narrated through the eyes of the daughter who watched her parents overcome numerous obstacles to achieve success, the book offers a primer for others to follow suit. Its message is an empowering one. East and West can learn from each other. Family-owned businesses are thriving. Asian women are making their mark. Most importantly of all, it shows that small companies, which take advantage of their local knowledge and marry it with the best international standards, can hold their own and even outflank giant global corporations. It is not easy, but as THP's founder, Trần Quí Thanh, tells himself daily, Nothing is Impossible. |
| 4 ps of sports marketing: The Marketing of Sport John G. Beech, Simon Chadwick, 2007 This book sets an agenda for the future development of sport marketing and raises the profile of sport as a focus for academic study. The reader is also encouraged to develop a critical appreciation of this globally valuable and increasingly important sector, making it an ideal text for undergraduate and postgraduate students on sport, marketing and general business degree programmes. It includes 24 chapters contributed by leading authorities from the UK, Ireland, the US, Greece, France, New Zealand and Australia. The chapters address important developments including sponsorship and endorsements, branding, fan behaviour, merchandising, ticketing and the globalization of sport. It has over 60 international case studies. Learning outcomes, case study questions and recommended further reading all enhance students' learning and development. |
| 4 ps of sports marketing: Sports Marketing Matthew D. Shank, 2005 Sports Marketing takes a strategic business perspective, keeping pace with the ever-changing environment of the sports world. Organized around a framework of the strategic marketing process that can be applied to the sports industry, it provides an appreciation for the growing popularity of women's sports and the globalization of sport. This edition concentrates on the rising costs, escalating salaries, the price of new stadiums and arenas, and sports ethics versus the incredible appetite of consumers for sports. Extensive treatment is given to understanding consumers as spectators and participants; in addition to planning the sports marketing mix (product, price, promotion, and place), it examines the execution and evaluation of the planning process. An excellent source of information for directors of sports marketing, directors of sports promotion, athletic directors, directors of community/public relations, directors of ticket sales, directors of sponsorship sales, sports marketing coordinators, sports promotion coordinators, and recreation/borough sports directors. |
| 4 ps of sports marketing: Sports Marketing Sean Ennis, 2020-11-14 Sports are big business. Most companies want to expand into global markets, enhance their brand and understand varying market conditions. This textbook supports sports marketing students as they learn about the challenges and opportunities that are specific to the global sports industry. Written from the perspective of different stakeholders in the sports sector, such as fans, sports entity holders, clubs, sponsors and the sports media, it offers a holistic view of this evolving and ever-changing industry. Taking a truly global approach, this textbook helps students understand the current issues facing sports marketing professionals and is relevant across all regions of the world. Drawing on the author’s years of industry and teaching experience, it blends theory and practice with case studies including the International Olympic Committee and FIFA. Crucially, the book provides comprehensive coverage of hot topics such as sports governance, digital marketing, and the globalization of the sports product. Written in an accessible style and accompanied by a full suite of online resources, this textbook is for ideal for anyone looking to excel as a sports marketer or progress within the wider sports industry. It is a valuable resource for Sports Marketing courses at undergraduate, postgraduate and MBA levels. |
| 4 ps of sports marketing: Gravitational Marketing Jimmy Vee, Travis Miller, Joel Bauer, 2010-12-21 If you’re an entrepreneur, business owner, or sales professional, Gravitational Marketing offers a simple method for attracting customers without the hassle of traditional manual sales labor. If you want to sell more and work less, this book exposes the principles of easily and effortlessly attracting customers without cold calling, prospecting, or begging for business. With Gravitational Marketing, you can finally stop chasing customers and let them come to you. |
| 4 ps of sports marketing: Encyclopedia of Sport Management Pedersen, Paul M., 2021-12-14 Bringing together preeminent international researchers, emerging scholars and practitioners, Paul M. Pedersen presents the comprehensive Encyclopedia of Sport Management, offering detailed entries for the critical concepts and topics in the field. |
| 4 ps of sports marketing: Consumer Behavior Knowledge for Effective Sports and Event Marketing Lynn R. Kahle, Angeline G. Close, 2011-01-07 The growing complexity and importance of sports and event marketing has pushed scholars and practitioners to apply sophisticated marketing thinking and applications to these topics. This book deals with the professional development in the sense that sports marketing can be viewed as an application of consumer behavior research. Readers will learn about new opportunities in using consumer behavior knowledge effectively in the areas of: influencing behaviors in society and sports; building relationships with consumers through sports and events; and providing services to consumers through sport and event sponsorships. This book, by a superb group of authors, includes comprehensive reviews, innovative conceptual pieces, empirical research and rigorous attention to data. |
| 4 ps of sports marketing: Sport Consumer Behaviour Kostas Alexandris, Heath McDonald, Daniel C. Funk, 2016-07-18 All successful marketing strategies in sport or events must take into account the complex behaviour of consumers. This book offers a complete introduction to consumer behaviour in sport and events, combining theory and cutting-edge research with practical guidance and advice to enable students and industry professionals to become more effective practitioners. Written by three of the world’s leading sports marketing academics, it covers a wide range of areas including: social media and digital marketing the segmentation of the sport consumer market service quality and customer satisfaction sport consumer personalities and attitudes the external and environmental factors that influence sport consumer behaviour. These chapters are followed by a selection of international case studies on topics such as female sport fans, college sports, marathons and community engagement. The book’s companion website also provides additional resources exclusively for instructors and students, including test banks, slides and useful web links. As the only up-to-date textbook to focus on consumer behaviour in sport and events, Sport Consumer Behaviour: Marketing Strategies offers a truly global perspective on this rapidly-growing subject. This book is an invaluable resource for anyone involved in the sport and events industries, from students and academics to professional marketers. |
| 4 ps of sports marketing: Handbook of Research on Integrating Social Media into Strategic Marketing Hajli, Nick, 2015-04-30 To survive in today’s competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Web 2.0 provides a useful tool in developing the relationships between business and consumer. The Handbook of Research on Integrating Social Media into Strategic Marketing explores the use of social networking and other online media in marketing communications, including both best practices and common pitfalls to provide comprehensive coverage of the topic. This book is intended for marketing professionals, business managers, and anyone interested in how social media fits into today’s marketing environments. |
| 4 ps of sports marketing: Sports Fans 2.0 David M. Sutera, 2013-04-25 As of 2012, Twitter has over 100 million active users worldwide, generating close to 230 million Tweets per day. Encouraged by sports shows that incorporate social media as a major component of their programming strategies, sports fans and athletes have proven to be some of the most prolific and adept users of Twitter and other social media platforms. Social media has made it possible for fans to cross the virtual barrier that separates them from the teams they love and the athletes they follow, changing the way fans and athletes interact in the world of sports. In Sports Fans 2.0: How Fans Are Using Social Media to Get Closer to the Game, David M. Sutera explores the increasingly participatory nature of contemporary sports fandom and spectatorship. He examines the ways in which digital media has created and facilitated new channels for sports fan engagement, and how technology has enhanced the fan’s perception of participating in America’s sports culture. In addition, Sutera shows how high-profile athletes are using social media to increase their fan base and promote their own celebrity status, creating the sense that they are more accessible to their fans. Social media has forever altered the way sports fans and athletes engage with each other. Covering a wide range of sports and social media outlets, Sports Fans 2.0 is an accessible examination of how technology has changed—and will continue to change—the world of sports. Written for general readers and scholars alike, this book will appeal to anyone interested in the effects of social media on popular culture. |
| 4 ps of sports marketing: Sport Beyond Television Brett Hutchins, David Rowe, 2012 Computers, the Internet, Web, mobile, and other digital media are increasingly important technologies in the production and consumption of sports media. Sport Beyond Television analyzes the changes that have given rise to this situation, combining theoretical insights with original evidence collected through extensive research and interviews with people working in the media and sport industries. It locates sports media as a pivotal component in online content economies and cultures, and counteracts the scant scholarly attention to sports media when compared to music, film and publishing in convergent media cultures. |
| 4 ps of sports marketing: Marketing Demystified Donna Anselmo, 2010-08-06 The goal of marketing is simple: attract customers who will purchase your product. Getting there, though, isn't so easy. Real marketing success involves a strong foundation in everything from planning, advertising, and publicity to Internet strategies, database management, and more. Enter Marketing DeMystified. Addressing every step of the process in plain English, it helps you master all the tools at your disposal to cultivate strong brand awareness, maximize profits, and build lasting customer loyalty. Featuring realworld examples, end-of-chapter quizzes, and a final exam, Marketing DeMystified is the fuel you need to power up your marketing machine and start producing results. This fast and easy guide covers: Marketing’s four Ps . . . plus three—planning, positioning, and people Tactics for organizing a research-driven campaign Strategies for leading a marketing team Techniques for branding from the inside out Case studies of marketing successes and failures Simple enough for a novice or student, but challenging enough for a veteran marketing manager, Marketing DeMystified is the most thorough and simple shortcut to decoding key marketing concepts and principles. |
| 4 ps of sports marketing: Social Media in Sport Marketing Timothy Newman, Jason Peck, Brendan Wilhide, 2017-01-08 From the Preface: Not surprisingly, companies of all sizes are using social media as part of their marketing and public relations efforts. The growth of the social media phenomenon and constant advances in technology obviously create unique and powerful opportunities for those able to capitalize on them. The question is how best to do so? Social Media in Sport Marketing has been created to help answer this question as it pertains to sport organizations. Written from the perspective of sport professionals, this brief but thorough text explores the concepts, tools, and issues surrounding social media and marketing, with reader-friendly examples and applications specifically from the world of sports. The authors connect industry-specific content with current trends in social media and provide readers with a balance between theory and experience. Instructors and students can use the book as a primary resource for teaching and learning about traditional sport marketing/public relations principles as they relate to social media. Instructors will appreciate the inclusion of case studies, which can be used to generate discussions; students will benefit from the numerous examples. The book can also serve as a guidebook for those who want to put ideas into action immediately. The experienced author team includes a sport marketing professor as well as practitioners involved in social media project management and development. |
| 4 ps of sports marketing: Fundamentals of Sport Marketing Brenda G. Pitts, David K. Stotlar, 2013 Fundamentals of Sport Marketing has long been the premier textbook in its field, and this updated, expanded fourth edition once again delivers superior content for aspiring sport marketers. As the most contemporary, comprehensive text of its kind, Fundamentals of Sport Marketing, 4th Edition, is a must-have resource for current data, trends, and concepts critical to success in the ever-changing world of sport. Students just beginning to explore their options in the sporting industry will gain a firm foundational understanding of sport marketing principles and strategies. As they explore the text, they will encounter a broad range of topics, including in-depth analyses of marketing mix components, media relations in sport, and use of licensing and logos in the sport industry. A brand-new chapter covers social media and its increasing impact on sport marketing. The authors, Dr Brenda Pitts and Dr David K Stotlar are internationally well-known experts in the sport industry. Their extensive experience both consulting and working in the field allows them to share their unique insights with the newest generation of sport marketers. |
| 4 ps of sports marketing: Managing People in Sport Organizations Tracy Taylor, Alison Doherty, Peter McGraw, 2015-01-09 Managing People in Sport Organizations provides a comprehensive overview of the theory and practice of managing people within a strategic framework. This revised and updated second edition examines a range of strategic human resource management approaches that can be used by sport organizations to respond to contemporary challenges and to develop a sustainable performance culture. Drawing on well-established conceptual frameworks and current empirical research, the book systematically covers every key area of HRM theory and practice, including: recruitment training and development performance management and appraisal motivation and reward organizational culture employee relations diversity managing change This new edition also includes expanded coverage of social media, volunteers, and individuals within organizations, and is supported with a new companion website carrying additional resources for students and instructors, including PowerPoint slides, exam questions and useful web links. No other book offers such an up-to-date introduction to core concepts and key professional skills in HRM in sport, and therefore Managing People in Sport Organizations is essential reading for any sport management student or any HR professional working in sport. |
| 4 ps of sports marketing: Sports and Entertainment Marketing, 2e Ken Kaser, Kenneth Kaser, Dotty Boen Oelkers, 2005 Welcome to Sports and Entertainment Marketing! The field of sports and entertainment marketing is rapidly growing. Many colleges, universities, and high schools offer specializations in sports and entertainment marketing. In this text, you will explore the intriguing world of sports and entertainment from the perspective of marketing. The functions of marketing that are presented are intended to be a guide in taking your first career step into the exciting worls of sports and entertainment. - To the student. |
| 4 ps of sports marketing: Marketing Strategy Steven P. Schnaars, 1998 The essential marketing text for business students and professionals--updated and revised to accommodate rapid changes in the business world. First issued in 1991, Steven Schnaars's text combines a centrist approach to basic theory with real-world business examples. In clear and focused language, Schnaar focuses on the three Cs--customers, competition, and changing market trends. |
| 4 ps of sports marketing: Ask a Manager Alison Green, 2018-05-01 From the creator of the popular website Ask a Manager and New York’s work-advice columnist comes a witty, practical guide to 200 difficult professional conversations—featuring all-new advice! There’s a reason Alison Green has been called “the Dear Abby of the work world.” Ten years as a workplace-advice columnist have taught her that people avoid awkward conversations in the office because they simply don’t know what to say. Thankfully, Green does—and in this incredibly helpful book, she tackles the tough discussions you may need to have during your career. You’ll learn what to say when • coworkers push their work on you—then take credit for it • you accidentally trash-talk someone in an email then hit “reply all” • you’re being micromanaged—or not being managed at all • you catch a colleague in a lie • your boss seems unhappy with your work • your cubemate’s loud speakerphone is making you homicidal • you got drunk at the holiday party Praise for Ask a Manager “A must-read for anyone who works . . . [Alison Green’s] advice boils down to the idea that you should be professional (even when others are not) and that communicating in a straightforward manner with candor and kindness will get you far, no matter where you work.”—Booklist (starred review) “The author’s friendly, warm, no-nonsense writing is a pleasure to read, and her advice can be widely applied to relationships in all areas of readers’ lives. Ideal for anyone new to the job market or new to management, or anyone hoping to improve their work experience.”—Library Journal (starred review) “I am a huge fan of Alison Green’s Ask a Manager column. This book is even better. It teaches us how to deal with many of the most vexing big and little problems in our workplaces—and to do so with grace, confidence, and a sense of humor.”—Robert Sutton, Stanford professor and author of The No Asshole Rule and The Asshole Survival Guide “Ask a Manager is the ultimate playbook for navigating the traditional workforce in a diplomatic but firm way.”—Erin Lowry, author of Broke Millennial: Stop Scraping By and Get Your Financial Life Together |
| 4 ps of sports marketing: Leisure Marketing Susan Horner, John Swarbrooke, 2012-06-25 Divided into nine parts, Leisure Marketing: a global perspective guides the reader through leisure and marketing concepts, the marketing mix, key issues in different sectors, topical issues (such as globalisation, marketing research and ethics, for example branding and environmental issues), and the future of leisure marketing. A section of the book is devoted entirely to international case studies, which illustrate and highlight key themes and issues raised throughout in order to facilitate learning. Example of international cases used are: Disneyland Resort, Paris: The Marketing Mix Manchester United Football Club: Marketing the Brand The Growth of the Online Retail Travel Market Hilton Head Island, USA: The Leisure Island for Golf and Leisure Shopping Health, Leisure and Tourism Marketing including Spa Hotels, Health Clubs and lake Resorts. This book combines real world experience with a solid theoretical framework. It is essential reading for anyone studying, teaching or working in marketing in the leisure industry. |
| 4 ps of sports marketing: Integrated Marketing Communications David Pickton, Amanda Broderick, 2005 Net/pickton to find additional valuable teaching and learning materials. David Pickton is Head of the Marketing Department at Leicester Business School, De Montfort University. Amanda Broderick is Senior Lecturer in Marketing and Head of Research in the Marketing Group at Aston Business School. |
| 4 ps of sports marketing: Essentials of Marketing Edmund Jerome McCarthy, William D. Perreault, 1988 |
| 4 ps of sports marketing: Sport Marketing Bernard James Mullin, Stephen Hardy, William Anthony Sutton, 2007 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. |
| 4 ps of sports marketing: How Will You Measure Your Life? (Harvard Business Review Classics) Clayton M. Christensen, 2017-01-17 In the spring of 2010, Harvard Business School’s graduating class asked HBS professor Clay Christensen to address them—but not on how to apply his principles and thinking to their post-HBS careers. The students wanted to know how to apply his wisdom to their personal lives. He shared with them a set of guidelines that have helped him find meaning in his own life, which led to this now-classic article. Although Christensen’s thinking is rooted in his deep religious faith, these are strategies anyone can use. Since 1922, Harvard Business Review has been a leading source of breakthrough ideas in management practice. The Harvard Business Review Classics series now offers you the opportunity to make these seminal pieces a part of your permanent management library. Each highly readable volume contains a groundbreaking idea that continues to shape best practices and inspire countless managers around the world. |
| 4 ps of sports marketing: Sport Marketing 4th Edition Mullin, Bernard J., Hardy, Stephen, Sutton, William, 2014-05-02 Sport Marketing, Fourth Edition With Web Study Guide, has been streamlined and updated to keep pace with the latest information and issues in the competitive world of sport marketing. This text maintains its position as the best-selling and original text in the field, continuing to direct students to a better understanding of the theoretical backbone that makes sport marketing such a unique and vibrant subject to study. Using the new full-color format and companion web study guide, students will stay engaged as they explore how fans, players, coaches, the media, and companies interact to drive the sport industry. |
SPORT MARKETING MIX STRATEGIES - seaopenresearch.eu
The marketing mix is the strategic combination of the product, price, place and promotion elements. These elements are typically called the four Ps of marketing.
Sports and Entertainment Marketing - Alabama State …
Sep 16, 2022 · Describe the “four P's” (Product, Price, Place, Promotion) as they apply to sports and entertainment marketing. Explain why each element is important to sports and …
SPORTS MARKETING - ijrssis.in
These strategies follow the traditional four “P's” of general marketing Product, Price, Promotion and Place, another four “P‟s” added to sport marketing, relating to the fact sports are …
Marketing’s Four P’s: First Steps for New Entrepreneurs
There are four critical elements in marketing your products and business. They are the four P’s of marketing. Product. The right product to satisfy the needs of your target customer. Price. The …
FROM THE TRADITIONAL MARKETING MIX (4Ps) IN SPORT TO
Sport marketing management utilizes the marketing mix. The marketing mix is crucial in the marketing industry and most of any sport marketer’s time should be spent
The Four Domains of Sports Marketing - SAGE Publications Inc
Sports Marketing. Learning Objectives • See the lack of uniformity in the way that “sports marketing” has been defined over the years. • Learn that sports marketing encompasses far …
The 4 P’s of Marketing – Marketing Mix Mobile
1. Identify one sports or entertainment marketing event. On the piece of construction paper provided, draw a picture representing this event. (Ex. If the event is a sporting event or a …
Sports Marketing - IOSR Journals
Whereas, sports marketing includes 4p’s namely Planning, Packaging, Positioning and Perception. To know, what level the customers are receiving products through sports …
Cornerstones of (Sports) Marketing - Universität Potsdam
„Sport marketing is the specific application of theoretical marketing principles and processes to sport products and services; the marketing of non-sport and sport-related products and …
SPORTS MARKETING IN FOOTBALL: MARKETING PLAN …
This Final Degree project focuses on football sports marketing and the development of a marketing plan for the La Salle Palma football team. A historical review of sports marketing is …
Developing a Strategic al DeAngelis Sport Marketing Plan
Strategic sport marketing is an approach to sport marketing where organizations engage in careful planning prior to implementing marketing activities designed to meet organizational goals …
Decathlon's Marketing Strategy Analysis and Market …
Decathlon in the marketing strategy of specific performance, product positioning for the low-end sporting goods market, focus on innovation, complete categories, all independent brands.
FBLA HS: Sports & Entertainment Marketing - MBA Research
Discuss the significance of the four P’s to the target market. 6. Compare and contrast the differences of the marketing mix components in sports and entertainment. 7. Analyze the …
The 4 Ps of Marketing - simplystatedbusiness.com
Jul 4, 2013 · 4. The 4 Ps of Marketing. A MARKETING MIX FOR. PLANNING AND DECISION-MAKING. P R O D U C T. P R I C E. P R O M O T I O N. P L A C E. Source: Basic Marketing - …
Introduction 4 P's of MARKETING - Simon Fraser University
4 P's of MARKETING Mike Volker Introduction What is Marketing? Marketing vs Selling? Planning vs Forecasting? The 4 P’s Product Price Place Promotion Interdependent on each other …
Sports Marketing - westernsydney.pressbooks.pub
Jun 16, 2023 · Examine sports marketing strategies and the role of marketing in promoting sports nationally and globally. Apply marketing theoretical frameworks and concepts to the unique …
Sports Marketing Plan:AnAlternative Framework for Sports Club
This paper aims to introduce an alternative Sports Marketing plan framework for sports marketers to plan, carry out as well as implement marketing strategies to create customer-fan-orientation …
Larry Steven Londre Londre Marketing Consultants, LLC
Marketing Mix is the combination of four elements, called the 4P’s (Product, Price, Promotion and Place), that every company has the option of adding, subtracting, or modifying in order to …
SPORT MARKETING MIX STRATEGIES - seaopenresearch.eu
The marketing mix is the strategic combination of the product, price, place and promotion elements. These elements are typically called the four Ps of marketing.
Sports and Entertainment Marketing - Alabama State …
Sep 16, 2022 · Describe the “four P's” (Product, Price, Place, Promotion) as they apply to sports and entertainment marketing. Explain why each element is important to sports and …
SPORTS MARKETING - ijrssis.in
These strategies follow the traditional four “P's” of general marketing Product, Price, Promotion and Place, another four “P‟s” added to sport marketing, relating to the fact sports are …
Marketing’s Four P’s: First Steps for New Entrepreneurs
There are four critical elements in marketing your products and business. They are the four P’s of marketing. Product. The right product to satisfy the needs of your target customer. Price. The …
the strategic sport marketing Planning Process - FAA
Sport marketing is the application of marketing concepts to sport products and services, and the marketing of non-sport products through an association to sport. Sport marketing therefore has …
FROM THE TRADITIONAL MARKETING MIX (4Ps) IN SPORT TO
Sport marketing management utilizes the marketing mix. The marketing mix is crucial in the marketing industry and most of any sport marketer’s time should be spent
The Four Domains of Sports Marketing - SAGE Publications Inc
Sports Marketing. Learning Objectives • See the lack of uniformity in the way that “sports marketing” has been defined over the years. • Learn that sports marketing encompasses far …
The 4 P’s of Marketing – Marketing Mix Mobile
1. Identify one sports or entertainment marketing event. On the piece of construction paper provided, draw a picture representing this event. (Ex. If the event is a sporting event or a …
Sports Marketing - IOSR Journals
Whereas, sports marketing includes 4p’s namely Planning, Packaging, Positioning and Perception. To know, what level the customers are receiving products through sports …
Cornerstones of (Sports) Marketing - Universität Potsdam
„Sport marketing is the specific application of theoretical marketing principles and processes to sport products and services; the marketing of non-sport and sport-related products and …
SPORTS MARKETING IN FOOTBALL: MARKETING PLAN …
This Final Degree project focuses on football sports marketing and the development of a marketing plan for the La Salle Palma football team. A historical review of sports marketing is …
Developing a Strategic al DeAngelis Sport Marketing Plan
Strategic sport marketing is an approach to sport marketing where organizations engage in careful planning prior to implementing marketing activities designed to meet organizational goals …
Decathlon's Marketing Strategy Analysis and Market …
Decathlon in the marketing strategy of specific performance, product positioning for the low-end sporting goods market, focus on innovation, complete categories, all independent brands.
FBLA HS: Sports & Entertainment Marketing - MBA Research
Discuss the significance of the four P’s to the target market. 6. Compare and contrast the differences of the marketing mix components in sports and entertainment. 7. Analyze the …
The 4 Ps of Marketing - simplystatedbusiness.com
Jul 4, 2013 · 4. The 4 Ps of Marketing. A MARKETING MIX FOR. PLANNING AND DECISION-MAKING. P R O D U C T. P R I C E. P R O M O T I O N. P L A C E. Source: Basic Marketing - …
Introduction 4 P's of MARKETING - Simon Fraser University
4 P's of MARKETING Mike Volker Introduction What is Marketing? Marketing vs Selling? Planning vs Forecasting? The 4 P’s Product Price Place Promotion Interdependent on each other …
Sports Marketing - westernsydney.pressbooks.pub
Jun 16, 2023 · Examine sports marketing strategies and the role of marketing in promoting sports nationally and globally. Apply marketing theoretical frameworks and concepts to the unique …
Sports Marketing Plan:AnAlternative Framework for Sports …
This paper aims to introduce an alternative Sports Marketing plan framework for sports marketers to plan, carry out as well as implement marketing strategies to create customer-fan-orientation …
Larry Steven Londre Londre Marketing Consultants, LLC
Marketing Mix is the combination of four elements, called the 4P’s (Product, Price, Promotion and Place), that every company has the option of adding, subtracting, or modifying in order to …
