Sports marketing : a strategic perspective Upplaga 2

Organized around a framework of the strategic marketing process that can be applied to the sports industry, this work provides: an appreciation for the growing popularity of women's sports and the globalization of sport; a balanced treatment of all aspects of sports marketing at all levels; an introduction of the concepts and theories unique to sports marketing and a review of the basic principles of marketing in the context of sports; and comprehensive coverage of the functions of sports marketing. This edition includes: a running case throughout the text using the new XFL; up-to-date examples and research; and interviews from sports marketing practitioners throughout the text.