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Cases in Sport Marketing

Author(s): Mark A McDonald, PhD, Associate Professor, Department of Sport Management, Isenberg School of Management, University of Massachusetts, Amherst, Massachusetts
George R. Milne, University of Massachusetts, Amherst, Massachusetts
Details:
  • ISBN-13: 9780763708634
  • ISBN-10:0763708631
  • Paperback    351 pages      © 1999
Price: International Sales $87.95 US List
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Overview

Cases in Sport Marketing, simulates real-life scenarios for sport marketers as exhibition games in the preseason simulate the regular season for professional athletes. The text begins with four introductory chapters to explain the case study method and then dedicates the remaining fifteen chapters to fifteen sport marketing cases that cover a wide range of issues and sport industry segments. By working through the cases, students can examine an array of situations and gain experience grappling with actual problems faced by managers. Each case presents the critical issues at hand, possible alternatives for consideration, and the criterion necessary to make an informed decision. The final chapter provides an overview of the sport marketing field. 

ShowKey Features

Fifteen case studies that simulate real-life situations for sport marketers/managers show students the profession in action and let them practice sport marketing concepts and strategies.
The cases have been carefully selected to represent the full spectrum of the sport industy and include companies such as the LPGA, Xerox International and Reebok and topics such as relationship marketing, retail strategies, and information technologies.
Comprehensive online teaching notes make using the case study method user-friendly and help maximize student learning.

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ShowTable of Contents

Acknowledgements
Preface
About the Authors

I. THE CASE METHOD: THEORY AND PRACTICE
1. An Introduction to the Case Method
2. A Framework for Case Analysis
3. Analytical Tools for Case Analysis

II. CASES
4. Example Case and Analysis
George Milne and Mark A. McDonald
5. Reebok (A)
Andy Rohm
6. Reebok (B): The Reebok Running Category
Andy Rohm
7. Avid Sports
Mark A. McDonald and George R. Milne
8. Smuggler's Notch Resort
Rod Warnick
9. Pier 39 Licensed Products Stores
Susan C. Milne and Ronald P. Courtney
10. Salt Lake City 2002--The Prevention of Ambush Marketing
Jay Gladden and David Shani
11. B3: The Bikes, Blades, and Boards Tour
Dan Covell
12. The Ladies Professional Gold Association (LPGA)
Mark A. McDonald and George R. Milne
13. The LPGA Fan Village
William A. Sutton and Cindy Davis
14. The Ouray Case
Suzanne Lainson
15. Xerox and the Asian Winter Games
David K. Stotlar
16. The Creation and Maintenance of Brand Equity--the Case of University of Massachusetts Basketball
Jay Gladden and Glenn M. Wong
17. Miami University: The Redskins Name Controversy
Thomas C. Boyd and David W. Rosenthal
18. Miami University: The Creation and Transfer of Brand Equity
Thomas C. Boyd and David W. Rosenthal
19. Race for the Cure
Betina Cornwell and Donald P. Roy

III. SPORT MARKETING THEORY
20. Review of Sport Marketing for Case Analysis


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ShowAbout the Author(s)

Mark A McDonald, PhD-Associate Professor, Department of Sport Management, Isenberg School of Management, University of Massachusetts, Amherst, Massachusetts

Additional Titles by this Author

George R. Milne-University of Massachusetts, Amherst, Massachusetts

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ShowReviews

  • The emphasis on real-life situations creates the opportunity for students to think critically in problem-solving.
    --Suzanne Dodd
    North Greenville College, Tigerville, SC
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ShowAppropriate Courses

  • Sport Marketing
  • Sport Policy
  • Marketing
  • Sport Management
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ShowResources

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