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Bibliographic Details

Title: Sports Marketing
Publisher: Routledge
Publication Date: 2015
Language: English
ISBN 10: 0415630479
ISBN 13: 9780415630474
Binding: Soft cover
Condition: Good

About this title

Synopsis

Any sports marketing student or prospective sports marketer has to understand in detail genuine industry trends and be able to recognise solutions to real-world scenarios. Sports Marketing: A Practical Approach is the first textbook to offer a comprehensive, engaging and practice-focused bridge between academic theory and real-life, industry-based research and practice. Defining the primary role of the sports marketer as revenue generation, the book is structured around the three main channels through which this can be achieved ― ticket sales, media and sponsorship ― and explores key topics such as:

Sports markets and business markets (b2b)

Fan development

Brand management

Media audiences, rights and revenue

Live sports events

Sponsorship

Merchandise and retail

Integrating real industry-generated research into every chapter, the book also includes profiles of leading industry executives and guidance for developing and preparing for a career in sports marketing. It goes further than any other sports marketing textbook in surveying the international sports market, including international cases and detailed profiles of international consumer and business markets throughout. A companion website offers multiple choice questions for students, editable short answer and essay questions, and lecture slides for instructors.

No other textbook offers such a relevant, practice-focused overview of contemporary sports marketing. It is the ideal companion to any sports marketing course.

About the Author

Larry DeGaris is a leading research consultant to the sponsorship and sports marketing industries, and Professor of Marketing at the University of Indianapolis, USA. He has personally conducted over one hundred research studies for sports organizations funded to well over $3 million, and is a sought after expert for the media.

"About this title" may belong to another edition of this title.

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