| Description |
xii, 539 pages : illustrations ; 29 cm |
| Contents |
The special nature of sport marketing -- Strategic marketing management -- Studies of sport consumers -- Perspectives in sport consumer behavior -- Data-based marketing and the role of research in sport marketing -- Market segmentation -- The sport product -- Managing sport brands -- Licensed and branded merchandise -- Pricing strategies -- Promotions -- Sales -- Promotional licensing and sponsorship -- Place or product distribution -- Electronic media -- Public relations -- Coordinating and controlling the marketing mix -- The legal aspects of sport marketing -- The shape of things to come -- Appendix A : Sport industry organizations -- Appendix B : Sample surveys |
| Bibliography |
Includes bibliographical references (pages 501-522) and index |
| Subject |
Sports -- Marketing.
|
| Author |
Hardy, Stephen, 1948-
|
|
Sutton, William Anthony, 1951-
|
| LC no. |
2006035638 |
| ISBN |
9780736060523 hardcover : cover |
|
0736060529 hardcover : cover |
|
