A Must-Read for Those Considering Sports Marketing
By Heidi Taylor
Introduction to Sports Marketing by Aaron Smith offers insight and know how in a well established arena of expertise.
Whether you are a professional marketing guru who just wants to review a full synopsis of the technique or a brand new student of the field, this book is packed with concise, easily accessible information relating to this unique business.
Written in an easy to understand language that attempts to avoid confusing the reader with industry specific lingo, Introduction to Sports Marketing is an invaluable resource for anyone considering a future in the industry. Aaron Smith has taken the essence of sports marketing and boiled it down to an easy to understand model, and he starts at the beginning so that anyone can follow along.
Focusing on teaching the student who is completely fresh to the industry, the book explains principles and practices relating to strategic marketing. Many texts on the market focus on areas of expertise that can confound beginners; unlike those, Smith’s book attempts to walk the reader through the sometimes confusing realm of applying theories to the reality of a sports marketing environment.
In addition to an introduction to the field, Smith covers many areas in the industry. Here are a few that are examined in detail:
- How to conduct analysis of a sports organization to develop strategies for marketing their brand.
- How to take your objectives and successfully incorporate a strategy with a focus on team marketing.
- How to determine a viable direction in regards to a marketing framework that takes into account segmentation and marketing mix variables.
In addition to walking you through the basics of the industry the book is filled with case studies that will help the student relate the information he/she is learning to a real world environment. The author offers exercises and questions to test the student’s knowledge as he learns different principles specific to the industry.
Set up more like a course than a typical book, Introduction to Sports Marketing also offers online resources to help the student continue their learning and expand their knowledge of how the material applies to a real marketplace. For anyone interested in a future in the ever developing field of marketing with an emphasis on sports this book would be a great place to start.
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