Strategic Sport Marketing
Edition 3 ed
Publication Date 1 Jan 2009
Overview'. . . a very comprehensive overview of the key elements involved in the marketing of sport.an excellent and comprehensive illustration of the integration of sport marketing theory with sport marketing practice' - Ketra L. Armstrong, Ohio State University, in Journal of Sport Management'I strongly recommend this book.[it] will be eagerly sought by academics, students, and practitioners interested in the strategic sport marketing arena' - Terry Woods, Southern Cross University, in Sport Marketing QuarterlyStrategic Sport Marketing is a systematic introduction to marketing issues for sport management students as well as practising sport administrators. Integrating the unique characteristics of sport with traditional marketing theory, it presents a framework of strategic decision-making. Drawing on their extensive international experience, the authors explain the diverse markets for sport: participants, sponsors, spectators and lounge-room fans. Case studies and 'sportviews' selected from a wide range of sports and media illustrate the unique features of sport marketing. With detailed examples and step-by-step processes, Strategic Sport Marketing is a practical tool and theoretical guide to sport marketing internationally.The third edition of this widely used text is fully revised and updated. It includes a new chapter on the role of online and other digital technologies in sport marketing.
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