Now in a fully revised and updated 5th edition, "Sports
Marketing: A Strategic Perspective "is the most authoritative,
comprehensive and engaging introduction to sports marketing
currently available. It is the only introductory textbook to adopt
a strategic approach, explaining clearly how every element of the
marketing process should be designed and managed, from goal-setting
and planning to implementation and control.
Covering all the key topics in the sports marketing curriculum,
including consumer behavior, market research, promotions, products,
pricing, sponsorship, business ethics, technology and e-marketing,
the book introduces core theory and concepts, explains best
practice, and surveys the rapidly-changing, international sports
business environment. Every chapter contains extensive real-world
case studies and biographies of key industry figures and
challenging review exercises which encourage the reader to reflect
critically on their own knowledge and professional practice. The
book s companion website offers additional resources for
instructors and students, including an instructors' guide, test
bank, presentation slides and useful weblinks."
Sports Marketing: A Strategic Perspective "is an essential
foundation for any sports marketing or sports business course, and
an invaluable reference for any sports marketing practitioner
looking to improve their professional practice. "
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