Strategic Sport Marketing
David ShilburyISBN: 1865089184;
Book DescriptionIntegrating consumer interest in sports with traditional marketing theory, this book presents a strategic sport marketing model intended to meet diverse markets of participants, sponsors, and spectators. Detailed examples including case studies and opinion writings from international sports and media illustrate the unique features of sport marketing. Sport management students and sport administrators will benefit from the discussions of sponsorship and the role of services theory.
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