Marketing of Sport

This book sets an agenda for the future development of sport marketing and raises the profile of sport as a focus for academic study. The reader is also encouraged to develop a critical appreciation of this globally valuable and increasingly important sector, making it an ideal text for undergraduate and postgraduate students on sport, marketing and general business degree programmes. It includes 24 chapters contributed by leading authorities from the UK, Ireland, the US, Greece, France, New Zealand and Australia. The chapters address important developments including sponsorship and endorsements, branding, fan behaviour, merchandising, ticketing and the globalization of sport. It has over 60 international case studies. Learning outcomes, case study questions and recommended further reading all enhance students' learning and development.

Aceasta carte stabileste o agenda pentru dezvoltarea viitoare a marketingului sportiv si creste profilul sportului ca obiectiv al studiului academic. Cititorul este, de asemenea, incurajat sa dezvolte o apreciere critica a acestui sector valoros la nivel global si din ce in ce mai important, facandu-l un text ideal pentru studentii de licenta si postuniversitare din sport, marketing si programe de studii generale de afaceri.