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Sports Marketing: A Practical Approach

DeGaris, Larry

Published by Routledge
ISBN 10: 0415630479 / ISBN 13: 9780415630474
New / Soft cover / Quantity Available: 2
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Bibliographic Details


Title: Sports Marketing: A Practical Approach

Publisher: Routledge

Binding: Soft cover

Book Condition: New

Description:

Num Pages: 296 pages, 64 black & white tables, 24 black & white line drawings. BIC Classification: WSBM. Category: (UP) Postgraduate, Research & Scholarly; (UU) Undergraduate. Dimension: 176 x 248 x 29. Weight in Grams: 526. . 2015. Paperback. . . . . Books ship from the US and Ireland. Bookseller Inventory # V9780415630474

About this title:

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Synopsis:

Any sports marketing student or prospective sports marketer has to understand in detail genuine industry trends and be able to recognise solutions to real-world scenarios. Sports Marketing: A Practical Approach is the first textbook to offer a comprehensive, engaging and practice-focused bridge between academic theory and real-life, industry-based research and practice. Defining the primary role of the sports marketer as revenue generation, the book is structured around the three main channels through which this can be achieved ? ticket sales, media and sponsorship ? and explores key topics such as:

  • Sports markets and business markets (b2b)
  • Fan development
  • Brand management
  • Media audiences, rights and revenue
  • Live sports events
  • Sponsorship
  • Merchandise and retail

Integrating real industry-generated research into every chapter, the book also includes profiles of leading industry executives and guidance for developing and preparing for a career in sports marketing. It goes further than any other sports marketing textbook in surveying the international sports market, including international cases and detailed profiles of international consumer and business markets throughout. A companion website offers a testbank, slides, web links and other useful features for teaching and learning.

No other textbook offers such a relevant, practice-focused overview of contemporary sports marketing. It is the ideal companion to any sports marketing course.

Product Description:

Any successful sports business or organization has to understand in detail its customers, products, and market opportunities. Sports Marketing: Data-Driven Practice is a comprehensive, engaging and practice-focused textbook that demonstrates how effective sports marketing should be research-based and data-driven. Covering the full spectrum of marketing approaches, techniques, strategies and tactics, the book shows how all sports-related organizations can benefit from rigorous, applied empirical research and analysis, and explains how students can develop the skills they need to become effective sports marketing professionals.

The book explores key topics such as:

  • Sports markets and business markets (b2b)
  • Fan development
  • Brand management
  • Media audiences, rights and revenue
  • Live sports events
  • Sponsorship
  • Merchandise and retail

Integrating real industry-generated research into every chapter, the book also includes profiles of leading industry executives and guidance for developing a career in sports marketing. It goes further than any other sports marketing textbook in surveying the international sports market, including international cases and detailed profiles of international consumer and business markets throughout. A companion website offers a testbank, slides, web links and other useful features for teaching and learning.

No other textbook offers such a relevant, practice-focused overview of contemporary sports marketing. It is the ideal companion to any sports marketing course.

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