Sports marketing

Author: Chen Linxiang
Publisher:
Publish Date: 2004-10-01
Features: This book is divided into thirteen chapters and three parts. The first part introduces some basic theories of sports marketing, starting from the fundamental concepts of sports marketing, the basic processes involved, the concepts of sports marketing, and the macro and micro environments of sports marketing. The second part begins with a market analysis of sports marketing, analyzing the segmentation of the sports marketing market, the selection of target markets, and market positioning, which are strategic decisions in sports marketing. The third part focuses on tactical arrangements for implementing sports marketing strategies, such as product strategies, pricing strategies, distribution strategies, and promotional strategies. During the writing process, the book emphasizes effectively combining sports marketing theory with sports practice. Around the content of each chapter, 18 cases have been selected. This book is suitable for undergraduate and graduate students in sports economics, management, and social sports at universities, as well as sports economics and management professionals, sports investors, and individuals interested in the sports industry and the management of sports enterprises. Sports marketing in China is an emerging discipline and is in a continuous stage of exploration and improvement. In the face of global economic integration and the success of Beijing's bid for the Olympics, sports marketing will also face new historical missions. "Demand creates supply" and "consumer demand determines everything." I will strive to provide readers with a valuable book with this as the goal.