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Synopsis
The last 20 years have brought remarkable growth and change to the sporting goods industry. The term ""sporting goods"" once comprised only equipment like golf clubs, basketballs and tennis rackets. With the recent explosion in apparel and footwear sales, though, the industry has moved far beyond equipment manufacture. Skyrocketing marketing budgets have resulted in top-name athletic endorsements and relentless branding, and athletic companies' logos are now easily among the most recognizable corporate trademarks in world. This work, both a valuable text for students and an indispensable handbook for professionals, offers insight into every major function of the sporting goods industry. Chapters cover the development of the industry; the industry's structure and size; manufacturers' products and market shares; channels of distribution; sports medicine and product liability; sports marketing, including licensing, endorsement and sponsorship; the use of traditional media and market research; sales trends and profitability; and e-commerce. Each chapter includes discussion questions and exercises. Appendices provide directories of sporting goods vendors, retailers, and multi-sport media and trade associations.
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Review
"fascinating topics"--ARBA; "worth having...[the author] is very familiar to many involved in [the industry]...he has a long background in industry research"--Sporting Goods Business; "most useful"--BottomFeeder (University of Western Ontario); "charts the course of what used to be an equipment-based industry that has grown to include apparel, footwear and 'lifestyle' products that are amongst the most recognizable in the global marketplace...extensive list of leading vendors, retailers, media and trade associations"--Reference & Research Book News.
About the Author
Former marketing research director Richard A. Lipsey is president of SBRnet, and also adjunct professor at Sacred Heart University.
"About this title" may belong to another edition of this title.
- PublisherMcFarland & Co
- Publication date2006
- ISBN 10 0786427183
- ISBN 13 9780786427185
- BindingPaperback
- LanguageEnglish
- Number of pages177
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