The Marketing of Sport
John G. Beech, John Beech, Simon Chadwick
Prentice Hall/Financial Times, 2007 - Business & Economics - 555 pages
This book sets an agenda for the future development of sport marketing and raises the profile of sport as a focus for academic study. The reader is also encouraged to develop a critical appreciation of this globally valuable and increasingly important sector, making it an ideal text for undergraduate and postgraduate students on sport, marketing and general business degree programmes. It includes 24 chapters contributed by leading authorities from the UK, Ireland, the US, Greece, France, New Zealand and Australia. The chapters address important developments including sponsorship and endorsements, branding, fan behaviour, merchandising, ticketing and the globalization of sport. It has over 60 international case studies. Learning outcomes, case study questions and recommended further reading all enhance students' learning and development.
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This is the bible of Sports Marketing and I highly recommend to anyone pursuing a career within Sports. The content and cases used will really help you understand Sport from the Marketing perspective.