Sports and Entertainment Marketing

  • AUTHORS: Ken Kaser; Dotty B. Oelkers
  • ISBN-13: 9781133602446 
  • 448 Pages  Hardcover 
  • 4th Edition  |  Previous Editions: 2008, 2005, 2001
  • ©2016     Published
  • Prices are valid only in the respective region


About The Product

SPORTS AND ENTERTAINMENT MARKETING, 4E incorporates feedback from instructors across the country. It includes expanded coverage, updated content, and exciting new features. The popular sports and entertainment topics continue to be the foundation for teaching marketing concepts. Each marketing function is incorporated throughout the text and is highlighted with an icon to indicate how it is used in the marketing process.


  • Features bring the links between the sports and entertainment industries and marketing into clear focus.
  • Students learn marketing concepts within the framework of a topic with high levels of interest and excitement.

About the Contributor

  • Ken Kaser

    Ken Kaser taught business and marketing courses in Nebraska and Texas high schools for 30 years. He currently serves as the Director for the Event Management and Sales Certificate program at Conrad Hilton College at the University of Houston. Ken has authored or co-authored seven books; written national, state, and local curriculum; served in many professional leadership roles; and earned numerous teaching awards at the national, state, and regional levels.

  • Dotty B. Oelkers

    Dotty Boen Oelkers is a sports and entertainment author, educator, and enthusiast. Discovering, interviewing, and writing about the interesting people who market sports and entertainment is her passion. Dotty has written three books, co-authored one other, and contributed to numerous other books. She began her career in retail management, is a former Marketing Education teacher, Career and Technical Education (CTE) Director, and has served as a consultant regarding CTE Administration in school districts across Texas.

Table of Contents

1. What Is Sports and Entertainment Marketing?
2. Putting the Customer First.
3. Sports and Entertainment Means Business.
4. The Wide World of Sports and Entertainment.
5. Marketing-Information Management.
6. The Products is Sports and Entertainment.
7. Managing the Channels.
8. The Economics of Supply and Demand.
9. Sports and Entertainment Promotion.
10. Promotional Planning.
11. Selling Sports and Entertainment.
12. The Marketing Game Plan.
13. Sports and Entertainment Legal Issues.
14. Business Ownership and Leadership.
15. Scoring a Career.

New to this Edition

  • The fourth edition will include:
  • Social Media Marketing (feature) addresses current trends in social media as it relates to promotion and advertising.
  • Math in Marketing (feature) includes an application activity with critical-thinking questions, requiring students to estimate, calculate, and perform other math functions.
  • Communication Connection (feature) provides an opportunity for students to enhance their written communication skills by completing a brief writing application with a marketing spin.

Best Buy Packages

Other Popular Packages

Choose the textbook packaged with the resources that best meet your course and student needs. Contact your Cengage Learning representative for more information.

Sports & Entertainment Marketing, 4th + MindTap® K12, 2 terms (12 months) Instant Access

  • ISBN-10: 1305790618  | ISBN-13: 9781305790612
  • Price = $45.25

ePack: MindTap® K12, 2 terms (12 months) Instant Access Sports & Entertainment Marketing, 4th (6)

  • ISBN-10:  1305790707  | ISBN-13:  9781305790704
  • Price = $45.25

ePack: Sports & Entertainment Marketing, 4th + MindTap® K12, 2 terms (12 months) Instant Access (6)

  • ISBN-10:  1305790626 | ISBN-13:  9781305790629
  • Price = $65.25