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Leading student textbook on sport marketing Fully revised new
edition. Includes new chapter on new media, including social media.
Chapters on customer service and promotion are substantially
rewritten. Case studies and examples have been replaced to reflect
current concerns. International examples, extensive pedagogical
features Highly respected sport management authors
Introduces all the key functional areas of the sport management
curriculum, from human resources to marketing. Explains the
practical realities of sport management. Covers both professional
and non-profit sport. More international cases, examples and data
than any other sport management textbook. New edition includes
expanded coverage of key contemporary issues, including integrity
and corruption, digital business and technology, and legal issues
and risk management. Useful features in every chapter, including
'in practice' guides and extended case-studies with on-line notes
for lecturers.
Leading student textbook on sport marketing Fully revised new
edition. Includes new chapter on new media, including social media.
Chapters on customer service and promotion are substantially
rewritten. Case studies and examples have been replaced to reflect
current concerns. International examples, extensive pedagogical
features Highly respected sport management authors
The first book to survey the full impact of digital technologies on
sport management Digital technology is transforming sport and all
students, researchers and professionals need to get up to speed on
this important topic Covers key emerging topics such as social
media, esport, data analytics, blockchain and artificial
intelligence Examines the impact of digital on core functional
areas of sport management including marketing, HRM, facilities,
sales, law, and athlete development Includes cross-disciplinary
pieces from scholars working in management, marketing,
communication and sociology Full of cases, examples and data from
sport business around the world
Introduces all the key functional areas of the sport management
curriculum, from human resources to marketing. Explains the
practical realities of sport management. Covers both professional
and non-profit sport. More international cases, examples and data
than any other sport management textbook. New edition includes
expanded coverage of key contemporary issues, including integrity
and corruption, digital business and technology, and legal issues
and risk management. Useful features in every chapter, including
'in practice' guides and extended case-studies with on-line notes
for lecturers.
The rapid professionalization of marketing in the sport industry
has helped vault the business of sport into the upper echelons of
the economy. Innovative, effective, timely, and culturally
sensitive marketing allows sport managers to vie for consumer
attention in an ever-expanding marketplace of competitors. Canadian
Sport Marketing, Third Edition With HKPropel Access, brings to life
the fundamental principles of marketing, drawn from Canadian
experience, with the end goal of providing students with a toolbox
of useful tactics, frameworks, models, and knowledge to support a
promising career or future learning in sport marketing. It covers
essential topics, including the Canadian sport system and Canadian
consumer behavior, market research, branding, pricing, sponsorship,
ambush marketing, traditional media, social media, and digital
marketing. Additionally, a sample marketing plan provides
instructors an invaluable opportunity for assigned experiential
learning and gives students a practical tool for use in early
career work. The only text focusing on Canadian sport marketing,
this edition has been extensively updated to foster applied
learning in sport marketing concepts and theories, supported by
expert perspectives from the Canadian sport industry. Over 40 sport
industry executives and experts contribute to the In the Know
sidebars, Executive Perspective, and case studies, which draw from
the most successful Canadian sport brands, events, and
organizations to provide real-life application of the material.
Authors Norm O'Reilly and Benoit Seguin welcome Gashaw Abeza and
Michael Naraine, forming an author team with comprehensive
professional experience in the Canadian sport sector. With
reflections on, and references to, a variety of Canadian and
provincial sport entities, this third edition offers the following:
Learning objectives provide students a road map to navigate the
content while maximizing retention. In the Know sidebars direct
student attention to the consideration of real-world situations and
sport business analysis. Executive Perspective sidebars, written by
individuals who work within the industry, bring sport marketing
concepts to life by using examples from Canadian sport businesses.
Case studies in HKPropel allow enhanced practical application and
use real Canadian examples with questions to ensure critical
analysis and understanding. Test Your Knowledge questions help
students assess their learning. Answers are provided in the
instructor guide. A glossary helps students identify and learn key
vocabulary within the text. A sample marketing plan provides an
opportunity to review a completed marketing plan, and students can
also use it as a template for creating their own plan. Also new to
Canadian Sport Marketing, Third Edition, are case studies and
quizzes delivered through HKPropel. These are designed to increase
student engagement and help students more deeply examine their
comprehension of the material. Strengthen and prepare students for
future success in the sport industry with Canadian Sport Marketing,
Third Edition With HKPropel Access. Note: A code for accessing
HKPropel is included with all new print books.
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