TY  - BOOK
AU  - Mullin, Bernard James
AU  - Hardy, Stephen;Sutton, William A.
TI  - Sport marketing
SN  - 9780736060523
AV  - GV 716 .M85 2007 
PY  - 2007///
CY  - Illinois
PB  - Human Kinetcs
KW  - SPORTS -- MARKETING
N1  - Includes bibliographical references and index; 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
N2  - Using real-world examples, this title provides material about key areas in sport marketing that prepares students for careers in the industry. It incorporates various areas of marketing into a sport-specific context. It helps students to learn how to build a sport marketing plan and study the behaviors of sport consumers
ER  -