A textbook for the courses in sports marketing that are emerging in US universities. It applies a strategic marketing perspective to the industry. The first edition was published in 1999; the second incorporates recent case studies and examples.
Annotation © Book News, Inc., Portland, OR
A textbook for a college course. Considers a framework or conceptual model of the strategic marketing process that can be applied to the sports industry, an appreciation for the growing popularity of women's sports and the globalization of sports, current research, levels from big-league professional to informal recreation, and concepts and theories unique to sports marketing. Annotation c. Book News, Inc., Portland, OR (booknew.com)