Advanced Theory and Practice in Sport Marketing


  • Eric Schwarz, Associate Professor of Sport Business, Saint Leo University, Florida, USA
  • Jason Hunter, Lecturer, Athletics Department, College of DuPage, USA

Advanced Theory and Practice in Sport Marketing is the first book to address this increasingly popular subject at an advanced level. Where existing sport marketing texts restate concepts learned at an introductory marketing level, this book goes beyond, by expanding the knowledge of the student with advanced marketing theory which is specifically related to the crucial areas in sport marketing.

Advanced Theory and Practice in Sport Marketing is vital reading for any sport marketing student wishing to progress their knowledge and take their understanding of the industry to the next level.
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High level undergraduate and graduate students in sport marketing courses- compulsory in these courses; 2ndary potential as a supplementary text in sport marketing related courses- sales, sponsorship, etc.


Book information

  • Published: February 2008
  • ISBN: 978-0-7506-8491-0


‘Advanced Theory and Practice in Sport Marketing fills a much needed niche in sport management curriculum support. While it is critical that sport management education provides practical application, students still need to understand theoretical concepts that underlie real-world situations. Advanced Theory and Practice in Sport Marketing breaks new ground in sport management pedagogy by providing both in-depth theoretical discussions and practical applications. This is a must-read for well-prepared future sport managers.’ DR. RICHARD M. SOUTHALL, Director of the College Sport Research Institute and Assistant Professor in Sport Administration at The University of North Carolina-Chapel Hill, USA. ‘Eric Schwarz and Jason Hunter have put together a fantastic book that can be used by students, faculty, and sport business industry professionals alike.’ DR. BRENDA G. PITTS, Professor of Sport Marketing, Georgia State University, USA.

Table of Contents

Chapter 1: Introduction to Sport MarketingChapter 2: Sport Marketing ResearchChapter 3 - Sport Marketing Information SystemsChapter 4 – Sport Consumer BehaviorChapter 5: Business Ethics in Sport MarketingChapter 6: Logistics in Sport MarketingChapter 7: Sport Products and ServicesChapter 8: Sport AdvertisingChapter 9: Sport SponsorshipChapter 10: Sport PromotionsChapter 11: Sales Management in SportChapter 12: Sport Retail Management and EntrepreneurshipChapter 13: Sport E-Business and E-CommerceChapter 14: International and Global Marketing in SportChapter 15 - The Future of Sport Marketing - Enterprise Sport Marketing Management