Sports marketing

Author: Hu Lijun
Publisher:
Publish Date: 2005-05-01
Features: This book systematically presents the basic framework of a diverse, complex, and engaging sports marketing theory and model. From concept guidance, theoretical analysis, and marketing process design to marketing mix, specific operational techniques, and inspiring case studies, the book selectively introduces and explores these aspects. The chapters are interconnected yet modular. The first three chapters lay the theoretical foundation; Chapters 4 to 6 introduce the basic processes of sports marketing; Chapters 7 to 9 cover indispensable hotspots and challenges in modern sports marketing. Based on the above introduction, readers can choose to read the entire book systematically or directly access the content that interests them. This book can serve as a reference for management and marketing professionals, researchers, and lecturers. It is also suitable as a textbook for management students in sports universities, as well as for marketing professionals and consulting firms.