Sport Promotion and Sales Management Book (Copyright 2002, 472 pages)
Foreword: Mike VeeckAspiring and practicing sport business professionals will learn winning strategies and techniques for promoting and selling the sport product in Sport Promotion and Sales Management. In the first comprehensive book of its kind, leading experts from the classroom and sport business offer unprecedented insight and experiential data to help readers become well versed in sport promotion and sales. The authors, Richard L. Irwin, EdD, William A. Sutton, EdD, and Larry M. McCarthy, PhD, provide the theoretical underpinnings of sport promotion and sales while including practical examples and testimonials from the sport marketplace, allowing the student to more easily comprehend the subject matter. Examples are culled from the authors' years of professional consultation with a variety of sport enterprises including the NFL, NBA, NHL, and LPGA. Students will find the most up-to-date and insightful cases and analogies on topics such as direct and indirect sales techniques, advertising, community relations, and customer service. The text also includes a thorough and contemporary discussion of the prevailing global issues confronting modern-day sport promoters, including the profound impact of multicultural considerations on marketing communications. Topics range from the design and execution of multilingual advertising and sales campaigns to the challenges confronting sport sponsorship managers in numerous countries around the world. In addition, the book features: chapter opening objectives and key terms that highlight important vocabulary and concepts for students; chapter closing discussion questions and learning enrichment activities that allow instructors to reinforce key points and help students apply what they've learned; practitioner perspectives, including firsthand advice and discussions of promotion and sales issues affecting today's sales and marketing professionals; and an overall emphasis on direct and indirect sales techniques. In Sport Promotion and Sales Management, students, teachers, and professionals alike will find the most relevant and practical sport business information available. It is a complete text filled with up-to-date information that will give students and professionals interested in sport a competitive edge in any future venture. About the Author Richard L. Irwin, EdD, is an associate professor and director of the Bureau of Sport and Leisure Commerce at the University of Memphis in Tennessee. He also serves a