Mullin (marketing for Atlanta Hawks, Atlanta Thrashers, and Phillips Arena) et al. enhance tried-and-true sports marketing theory and practice with insights on new methods that use the internet and wireless technology. This third edition reviews changes in the industry and offers principles for understanding sport consumer behavior, promotions, strategies for managing sport brands, market segmentation, pricing strategies, promotional licensing and sponsorship, place or product distribution, public relations, and legal issues of sport marketing, among other topics. Sample questionnaires, abundant case studies, and end-of-chapter research activities supplement the text. Annotation ©2007 Book News, Inc., Portland, OR (booknews.com)