Books > Business & Economics > Industry & industrial studies > Service industries > Sport & leisure industries
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Sports Marketing and the Psychology of Marketing Communication (Paperback, illustrated edition)
Loot Price: R1,790
Discovery Miles 17 900
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Sports Marketing and the Psychology of Marketing Communication (Paperback, illustrated edition)
Expected to ship within 12 - 17 working days
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Sports marketing is one of the fastest growing areas of marketing
communication. This book advances understanding in this emerging
area. It presents sports marketing in a scholarly and comprehensive
way, covering major topics of discussion in sports marketing and
the psychology of communication. Several new, innovative topics are
introduced, such as SportNEST and consumption communities, and many
classic topics are brought up to date, including sponsorship,
ambush marketing, identification, endorsements, basking in
reflected glory, and licensing. Many of the topics that seem to
center around sports show up as well, such as sneakers, ethics,
risky behavior, and even investments. Utilizing a psychological
approach to understanding sports marketing, first-rate authors
discuss the most important topics. The book covers all major topics
of sports marketing, including: sponsorship from several different
perspectives--the major force in sports marketing; ambush
marketing--how non-sponsors seek to reap the benefits without
paying the price; and licensing--using the sale of items, such as
T-shirts to increase profit and marketing.
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