Sports Marketing : A Strategic Perspective

This unique book explores the complex and diverse nature of Sports Marketing, presenting a framework to help explain and organize the sports marketing process.

Written from a true strategic marketing perspective; by a professor of marketing in a college of business; it illustrates the application of marketing principles and processes to the sports industry. *Provides a framework or conceptual model of the strategic marketing process that can be applied to the sports industry. *Examines current research in the area of sports marketing, including sports sponsorships, using athletes as endorsers, segmenting the sports market, and more. *Provides a balanced treatment of all aspects of sports marketing at all levels, capturing the diverse and rich nature of the field by covering the marketing of athletes, teams, leagues, and special events. *Offers comprehensive coverage of the functions of sports marketing, spanning all of the relevant issues in designing an integrated marketing strategy.