Advanced Theory and Practice in Sport Marketing

1st Edition

Authors: Eric Schwarz Jason Hunter
Paperback ISBN: 9780750684910
Imprint: Butterworth-Heinemann
Published Date: 12th February 2008
Page Count: 480


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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.

Key Features

*Practitioner interviews accompanying every chapter, teaming practical advice with high-level sports marketing theory

  • A clear structure where each chapter includes chapter outlines, chapter objectives, a glossary and ethical and global case studies for illustrative and informative real-world understanding
  • PowerPoint slides and an electronic test bank available online to accelerate learning
  • An analysis of advanced topics untouched by existing publications such as data analysis, sport marketing information systems, sport marketing logistics and more


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.

Table of Contents

Chapter 1: Introduction to Sport Marketing Chapter 2: Sport Marketing Research Chapter 3 - Sport Marketing Information Systems Chapter 4 – Sport Consumer Behavior Chapter 5: Business Ethics in Sport Marketing Chapter 6: Logistics in Sport Marketing Chapter 7: Sport Products and Services Chapter 8: Sport Advertising Chapter 9: Sport Sponsorship Chapter 10: Sport Promotions Chapter 11: Sales Management in Sport Chapter 12: Sport Retail Management and Entrepreneurship Chapter 13: Sport E-Business and E-Commerce Chapter 14: International and Global Marketing in Sport Chapter 15 - The Future of Sport Marketing - Enterprise Sport Marketing Management


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About the Author

Eric Schwarz

Dr. Schwarz has been a member of the faculty within the Division of Business and Management at Daniel Webster College since 2000. Currently holding the rank of Associate Professor, he serves as the Program Coordinator, and is the faculty advisory for the Daniel Webster College Society for Sport Management. During the 2006-2007 school year, he took a sabbatical leave to serve as a Visiting Senior Lecturer and Research Fellow at the University of Ballarat in Australia. His responsibilities included teaching classes; conducting research in leisure and professional sport marketing; and developing an MBA program. Dr. Schwarz received a B.S. degree in Physical Education from Plymouth State University in 1991; a M.Ed. in Administration and Supervision from Salisbury University in 1992; and an Ed.D in Sport Management from the United States Sports Academy in 1998.

Affiliations and Expertise

Associate Professor of Sport Business, Saint Leo University, Florida, USA

Jason Hunter

Jason Hunter, 1990 graduate of Plymouth State University with a BS in Physical Education earned his Masters Degree in 1993 from the United States Sports Academy in Sports Management and a PhD in Educational Administration from Madison University in 2005. Hunter has dedicated his life to teaching and coaching at the collegiate level. At Plymouth State University, he served as the director of recreation, assistant baseball and women’s soccer coach and head women’s softball coach. Hunter also supervised the recreation component of a new nine million dollar campus recreation and student union building. Co-owner of D & M Sports, a sporting goods retail store, Hunter joined his love and knowledge for sports to providing quality sporting goods equipment to the community. Since 1997, Hunter has served as a head coach of baseball, women’s soccer, assistant athletic director, and faculty member at New England College. Head men’s and women’s soccer coach and faculty member at North Central College and most recently been granted tenure at College Of DuPage where he is also head women’s soccer coach. Hunter has been selected as Coach of the Year five times and Adidas Central Coach of the Year in 2005. Hunter is developing a Sports Management Program at College of DuPage and also serves as a senator for the faculty association. He has presented at regional, national and international conferences.

Affiliations and Expertise

Lecturer, Athletics Department, College of DuPage, USA


‘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.