Sport Marketing - Hardcover

Mullin, Bernard J.; Hardy, Stephen; Sutton, William A.

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Hardcover

ISBN 10: 0880118776 ISBN 13: 9780880118774

Publisher: Human Kinetics Publishers, 2000

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This student text provides a foundation of theory and principles for those seeking sports management position It provides an overview of the reasons and foundations for sport marketing as well as theoretical and research issues, and why market segmentation is important

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About the Author:

Bernard J. Mullin, PhD, is a principal in the Aspire Group, a Denver-based sport marketing and consulting firm with a prestigious list of professional team, arena, and sport facility clients. His ten years as an executive in professional team sport include President/General Manager of the Denver Grizzlies, Senior Vice President of Business Operations for the Pittsburgh Pirates from 1986-1990, and Senior Vice President of Business Operations for the Colorado Rockies from 1991-1993. In all capacities, he initiated an increase in attendance and profitability. He has been dubbed the “father of sport marketing theory” and the “guru of ticket sales.”

Besides his experiences in professional sport, Dr. Mullin spent twelve years in higher education. As Vice Chancellor of Athletics at the University of Denver, he took a Division II program to NCAA Division I classification, significantly increased ticket sales and more than tripled sponsorship revenues. As a professor of Sport Management at the University of Massachusetts, Dr. Mullin helped evolve the program to international prominence.

Stephen Hardy, PhD, is a Professor and Coordinator of the Sport Studies Program at the University of New Hampshire. A Fellow of the American Academy of Kinesiology and Physical Education, Dr. Hardy previously served as the Assistant Commissioner of the Eastern College Athletic Conference. In his 25 years in the field, he has supervised championships in venues such as the Boston Garden and Madison Square Garden and he has conducted projects for and with teams in Seattle, Pittsburgh, Cleveland, and Boston. In 1997, he was appointed UNH’s faculty representative to the NCAA.

William A. Sutton is an Associate Professor and Graduate Program Director in the Sports Studies department at the University of Massachusetts-Amherst. Prior to assuming his present position, Dr. Sutton served as Vice President for Information Services for Dilbert+ Associates, a sport and lifestyle marketing a

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