Strategic Brand Management In and Through Sport

This book explores strategic brand management both in and through sport, thus helping in deepening our understanding of this promising field, while offering directions for future research in the area. The chapters in this book were originally published in Journal of Strategic Marketing.

Aceasta carte exploreaza managementul strategic al marcii atat in sport, cat si prin intermediul sportului, ajutand astfel la aprofundarea intelegerii noastre asupra acestui domeniu promitator, oferind in acelasi timp directii pentru cercetarile viitoare in domeniu. Capitolele din aceasta carte au fost publicate initial in Journal of Strategic Marketing.