The book surveys current trends, issues and best practice in international sport marketing, providing a useful blend of contemporary theory and case studies from the Americas, Europe and Asia. It assesses the impact of globalization on teams, leagues, players, sponsors and equipment manufacturers, and highlights the central significance of culture on the development of effective marketing strategy. Global Sport Marketing is key reading for any advanced student, researcher or practitioner working in sport marketing or sport business.
The book surveys current trends, issues and best practice in international sport marketing, providing a useful blend of contemporary theory and case studies from the Americas, Europe and Asia. It assesses the impact of globalization on teams, leagues, players, sponsors and equipment manufacturers, and highlights the central significance of culture on the development of effective marketing strategy. Global Sport Marketing is key reading for any advanced student, researcher or practitioner working in sport marketing or sport business.
Global Sport Marketing: Contemporary Issues and Practice
208Global Sport Marketing: Contemporary Issues and Practice
208Product Details
ISBN-13: | 9780415507202 |
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Publisher: | Taylor & Francis |
Publication date: | 04/30/2012 |
Series: | Routledge Research in Sport Business and Management |
Pages: | 208 |
Product dimensions: | 6.12(w) x 9.19(h) x (d) |