Sports Marketing and the Psychology of Marketing Communication (Hardcover, New)

Providing a different type of vehicle for communicating with consumers that does not necessarily follow all of the rules of other types of marketing communication, sports marketing is one of the fastest growing areas of marketing communication. The purpose of this book is to advance understanding in this area. It presents chapters that deal with topics in 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-spo

General

Imprint:	Psychology Press
Country of origin:	United States
Release date:	February 2004
First published:	2004
Editors:	Lynn R. Kahle • Chris Riley
Dimensions:	229 x 152 x 30mm (L x W x T)
Format:	Hardcover
Pages:	408
Edition:	New
ISBN-13:	978-0-8058-4826-7
Categories:	Books > Business & Economics > Business & management > Sales & marketing > General Books > Business & Economics > Industry & industrial studies > Service industries > Sport & leisure industries Promotions
LSN:	0-8058-4826-6
Barcode:	9780805848267

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