Sport marketing /
Mullin, Bernard J.
Sport marketing / Bernard J. Mullin, Stephen Hardy, and William A. Sutton - Fourth edition - Illinois : Human Kinetcs, c2014 - xix, 483 pages : illustrations ; 30 cm
Includes index.
The Special nature of sport marketing -- Strategic marketing management -- Understanding the sport consumer -- Market research in the sport industry -- Market segmentation -- The Sport product -- Managing sport brands -- Sales and service -- Sponsorship, corporate partnerships, and the role of activation -- Promotion and paid media -- Public relations -- Social media in sport -- Delivering and distributing core products and extensions -- Legal aspects of sport marketing -- Putting it all together -- The Shape of things to come
This text maintains its position as the best-selling and original text in the field, continuing to direct students to a better understanding of the theoretical backbone that makes sport marketing such a unique and vibrant subject to study.
9781450424981
SPORTS -- MARKETING
GV 716 .M85 2014
Sport marketing / Bernard J. Mullin, Stephen Hardy, and William A. Sutton - Fourth edition - Illinois : Human Kinetcs, c2014 - xix, 483 pages : illustrations ; 30 cm
Includes index.
The Special nature of sport marketing -- Strategic marketing management -- Understanding the sport consumer -- Market research in the sport industry -- Market segmentation -- The Sport product -- Managing sport brands -- Sales and service -- Sponsorship, corporate partnerships, and the role of activation -- Promotion and paid media -- Public relations -- Social media in sport -- Delivering and distributing core products and extensions -- Legal aspects of sport marketing -- Putting it all together -- The Shape of things to come
This text maintains its position as the best-selling and original text in the field, continuing to direct students to a better understanding of the theoretical backbone that makes sport marketing such a unique and vibrant subject to study.
9781450424981
SPORTS -- MARKETING
GV 716 .M85 2014