Handbook of Sport Marketing Research

Handbook of Sport Marketing Research

By: Nancy L. Lough (author), William A. Sutton (author)Paperback

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Drawing from the seminal works published during the past two decades in Sport Marketing Quarterly, this collection edited by Nancy L. Lough and William A. Sutton brings to light foundational theories that have guided some of the most pragmatic studies to date. This Handbook revisits trends, presents instruments designed to assess key constructs, and provides critical analysis of industry practices with regard to issues such as gender, race, and ethical practices.

About Author

Nancy L. Lough, EdD, is a professor at the University of Nevada, Las Vegas. She teaches in the Higher Education Leadership program in the College of Education. She provides leadership for the sport administration concentration and directs both master's and doctoral degree programs. She teaches sport marketing, leadership development, governance, and sport in higher education. Previously she taught courses in consumer behavior, sport business, and women in sport. Her areas of expertise include marketing women's sport, corporate sponsorship of sport, leadership in college athletics, gender equity, Title IX, and work life balance in sport. Lough's recent research examines antecedents for professional advancement in athletic administration, exploration of work-life balance policies affecting institutional climate, sponsorship valuation and enhancement for women's sporting events, marketing and media influence on the success of women's sport properties, and the use of social marketing to promote social change through sport. Lough has extensive experience in college sport inclusive of both NCAA Division I and II programs in California, Texas, and Colorado. She has served as a consultant for professional sport organizations such as the LPGA, and for amateur sport organizations such as the Native American Sports Council, the New Mexico Sports Commission, and the Nevada Interscholastic Athletics Association. As a consultant, Lough assists with evaluation and strategic planning to ac William A. Sutton, EdD, is s professor and associate department head on the faculty of the DeVos Sport Business Management Graduate Program at the University of Central Florida. He teaches sport marketing and sales and promotional management in sport and serves as the internship coordinator for the program. Sutton is also the founder and principal of Bill Sutton & Associates, a consulting firm specializing in strategic marketing and revenue enhancement. Sutton's consultation work has spanned the industry, working with professional leagues, teams, organizations, brands, universities, agencies, and facilities. His consulting clients include the NBA, WNBA, NHL, Orlando Magic, Phoenix Suns, MSG Sports, Pittsburgh Pirates, and Cleveland Cavaliers. He is the co-creator and architect of the innovative and groundbreaking Sports Sales Combine. CNBC.com hailed the Sports Sales Combine, a careers concept inspired by the NFL Draft Combine, as potentially the next great idea in sports marketing. Sutton employs a hybrid approach, influenced heavily by his wide-ranging work experiences; including tenures at sports marketing agencies, professional leagues, and nationally acclaimed sport management programs. Prior to assuming his current positions, Sutton served as Vice President, Team Marketing and Business Operations for the National Basketball Association. In this capacity, Sutton assisted NBA teams with marketing related functions such as sales, promotional activities, market research,

Product Details

  • ISBN13: 9781935412397
  • Format: Paperback
  • Number Of Pages: 418
  • ID: 9781935412397
  • weight: 470
  • ISBN10: 1935412396

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