Canadian Sport Marketing

The rapid professionalization of marketing in the sport industry has helped vault the business of sport into the upper echelons of the economy. Canadian Sport Marketing, Third Edition With HKPropel Access, provides students with a toolbox of useful tactics, frameworks, models, and knowledge to support a promising career or future learning in sport marketing. It covers essential topics such as the Canadian sport system and consumer behavior, market research, branding, pricing, sponsorship, ambush marketing, traditional media, social media, and digital marketing.

Format: Paperback / softback
Length: 400 pages
Publication date: 27 April 2022
Publisher: Human Kinetics Publishers

The sport industry has experienced a remarkable transformation due to the rapid professionalization of marketing, propelling it to the forefront of the economy. By employing innovative, effective, timely, and culturally sensitive marketing strategies, sport managers can successfully compete for consumer attention in a rapidly expanding marketplace. Canadian Sport Marketing, Third Edition, authored by Norm OReilly and Benoit Séguin, serves as a comprehensive guide to understanding the fundamental principles of marketing, drawing from Canadian experiences. The primary objective of this text is to equip students with a diverse range of practical tactics, frameworks, models, and knowledge that will support their career aspirations or further learning in the field of sport marketing.

The book comprehensively covers essential topics such as the Canadian sport system, Canadian consumer behavior, market research, branding, pricing, sponsorship, ambush marketing, traditional media, social media, and digital marketing. Additionally, a sample marketing plan is provided to facilitate experiential learning and offer students a valuable tool for early career work.

This edition of Canadian Sport Marketing has undergone extensive updates to foster applied learning in sport marketing concepts and theories. Expert perspectives from over 40 sport industry executives and experts are featured in the In the Know sidebars, Executive Perspective, and case studies, which draw from the most successful Canadian sport brands, events, and organizations. By providing real-life applications of the material, the book ensures that students gain a deep understanding of the industry.

The authors, Norm OReilly and Benoit Séguin, are joined by Gashaw Abeza and Michael Naraine, forming an accomplished author team with extensive professional experience in the Canadian sport sector. Their insights and references to various Canadian and provincial sport entities further enrich the content, making it an invaluable resource for students and professionals alike.

In conclusion, Canadian Sport Marketing, Third Edition, is a comprehensive and timely guide that empowers students with the necessary skills and knowledge to excel in the dynamic field of sport marketing. By offering a blend of theoretical principles and practical applications, this text equips readers with the tools they need to succeed in an increasingly competitive and global marketplace. Whether you are a student pursuing a career in sport marketing or a professional looking to enhance your understanding of the industry, this book is a must-read for anyone interested in advancing their knowledge and expertise in this field.

ISBN-13: 9781718200944
Edition number: Third Edition