| Description |
1 online resource (206 p.) |
| Series |
Elgar Concise Introductions Series |
|
Elgar Concise Introductions Series
|
| Contents |
Front Matter -- Contents -- Copyright -- Figures -- Tables -- Boxes -- Preface -- Acknowledgments -- PART I Introduction -- 1 Two types of sport marketing -- 2 Consumers and fans in multiple roles -- PART II Marketing via sport -- 3 Partnership goals in sponsoring -- 4 Leverage and activation -- 5 Assessing outcomes of sponsoring relationships -- PART III Marketing of sport -- 6 Sport products in a connected world -- 7 Sport participation -- 8 Selling the experience -- PART IV Integrated value -- 9 Integration and shared value -- 10 Anticipating the future -- Subject index -- Author index |
| Summary |
This engaging Concise Introduction offers meaningful insight into sport marketing from the central perspectives of authenticity and engagement. It explores new thinking on a variety of key subjects such as sport participation, fan experience and shared brand equity |
| Notes |
Description based upon print version of record |
| Form |
Electronic book
|
| Author |
Jahn, Steffen
|
| ISBN |
9781802208412 |
|
1802208410 |
|
