Concise introduction to sports marketing / T. Bettina Cornwell (Professor of Marketing and Philip H. Knight Chair, University of Oregon, Eugene, US) and Steffen Jahn (interim Professor of Marketing and Innovation, School of Economics and Business, Martin Luther University Halle-Wittenberg, Germany).

Format:

Book

Author/Creator:

Cornwell, T. Bettina, author.

Jahn, Steffen, author.

Contributor:

Edward Elgar Publishing, publisher.

Series:

Elgar concise introductions

Language:

English

Subjects (All):

Sports--Marketing.

Sports.

Genre:

Electronic books.

Physical Description:

1 online resource (206 pages).

Place of Publication:

Northampton : Edward Elgar Publishing, 2023.

Summary:

"Our Elgar Concise Introductions are inspiring and considered introductions to the key principles in business, expertly written by some of the world's leading scholars. The aims of the series are two-fold: to pinpoint the essential concepts of business and management, and to offer insights that stimulate critical thinking. This engaging Concise Introduction offers meaningful insight into sport marketing from the central perspectives of authenticity and engagement. It explores new thinking on a variety of key subjects such as sport participation, fan experience and shared brand equity. Key Features: - Utilises an extensive list of examples to actively explain concepts - Centrally focuses on two key types of marketing within this diverse field: marketing of sports and marketing via sports - Utilises strong visual and process models such as in managing the two types of sport marketing in sync, and in developing new sport products. The Concise Introduction to Sport Marketing will be valuable for marketing, business and physical education undergraduate students seeking to understand new discourse surrounding sport marketing. It will additionally be beneficial for graduate students of these disciplines looking for an incisive guide on such a varied topic"-- Provided by publisher.

Contents:

Contents: Preface

Part I. Introduction.

1. Two types of sport marketing

2. Consumers and fans in multiple roles

Part II. Marketing via sport

3. Partnership goals in sponsoring

4. Leverage and activation

5. Assessing outcomes of sponsoring relationships

Part III. Marketing of sport

6. Sport products in a connected world

7. Sport participation

8. Selling the experience

Part IV. Integrated value

9. Integration and shared value

10. Anticipating the future

Index.

Notes:

Includes bibliographical references and index.

Description based on print record.

ISBN:

9781802208412 (e-book)

Access Restriction:

Restricted for use by site license.