Sport Marketing, Fourth Edition With Web Study Guide, has been
streamlined and updated to keep pace with the latest information
and issues in the competitive world of sport marketing. This text
maintains its position as the best-selling and original text in the
field, continuing to direct students to a better understanding of
the theoretical backbone that makes sport marketing such a unique
and vibrant subject to study. Using the new full-color format and
companion web study guide, students will stay engaged as they
explore how fans, players, coaches, the media, and companies
interact to drive the sport industry. Heavily updated with more
contributions from industry professionals and emphasis on social
media platforms that have revolutionized the field in recent years,
this edition contains practical material that prepares students for
careers in sport marketing. It also includes these updates: *A web
study guide featuring exclusive video interviews with industry
professionals and accompanying activities that tie core concepts
and strategies from the book into applied situations *Instructor
ancillaries enhanced by gradable chapter quizzes that can be used
with learning management systems *An attractive and engaging
full-color interior *Chapter objectives, opening scenarios,
engaging sidebars, and photos throughout the text that guide
students in grasping important concepts *Wrap-Up, Activities, and
Your Marketing Plan sections at the end of each chapter that offer
opportunities for self-assessment and review The highly respected
authors have long been recognized for their ability to define this
exciting field, combining academic study and current research with
industry experience for an unmatched learning experience for
students preparing to enter the working world. The content in this
fourth edition of Sport Marketing has been reorganized to make it
easier to use in the classroom. Chapters 1 through 3 provide an
overview of the field of sport marketing as an area of study and
profession. Chapters 4 and 5 teach students how to research and
study the behaviors of sport consumers, including an overview of
marketing segmentation. Chapters 6 through 13 provide extensive
information on the nuts and bolts of the field, including the five
Ps of sport marketing and special sections on branding, sales and
service, engagement and activation, community relations, and social
media. The final chapters explore legal issues, integration, and
the future of sport marketing. Instructors may also take advantage
of the student web study guide and complete package of ancillaries
to enhance learning and presentation of core concepts. All
materials, including the web study guide, instructor guide, test
package, presentation package plus image bank, and LMS-compatible
chapter quizzes, are available online. The world of sport marketing
continues to evolve. Sport Marketing, Fourth Edition With Web Study
Guide, offers students a complete view of the expansive field of
sport, providing an understanding of the foundations of sport
marketing and how to enhance the sport experience.
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