New Features:

• A new chapter on The Four Domains of Sports Marketing has been added to provide greater depth to Part 1, which focuses on an introduction to the broad realm of sports marketing.
• The role of technology is discussed in Chapter 19 with an emphasis on the Internet and other innovations, such as virtual imaging and mobile technology.
• An extensive set of recent examples up to, and including, the 2008 Beijing Olympics focuses on how marketers use sports as a platform for developing their strategies and tactics.
• Strong international focus covering a broad array of sports, teams, and athletes makes this book relevant to students across the globe.
• A comprehensive discussion of facilities management has been added to Chapter 15 – Distribution Decisions and Facilities Management in Sports Marketing.

Retained Features:

• Variables with the Marketing Mix: Marketing strategy has historically been viewed as the combination of a target market and a corresponding marketing mix. In Chapter 13, this text examines the target marketing issues by delineating the market segmentation process, while Chapters 14 through 17 each cover one of the variables within the marketing mix, including product, distribution (place), promotion, and price.
• Sponsorship: Within the four presented domains in sports marketing, this text identifies four basic approaches to the selling of sports or non-sports products, including traditional sponsorship, endorsements, venue naming rights, and licensing.
• Written for a Broad Audience: While offering a rigorous treatment of this new discipline, this text is also written to interest students that are new to marketing. Readers begin by learning about four controllable variables that comprise the marketers' strategic domain, including decisions about the products being sold, the price strategies, the distribution system, and the promotional tools available to the marketer.
• Controversial Issues: Many marketers feel this course area is more recreational; these issues are discussed at the end of the text.