Strategic Perspectives on Sports Marketing (2nd Edition)

Author: Shang Ke
Publisher:
Publish Date: 2005-04-01
Features: This book presents sports marketing knowledge from a strategic marketing perspective through numerous marketing cases. It covers the adaptive framework of sports marketing, market selection decisions, and sports marketing mix planning, as well as the processes of implementing and controlling strategic sports marketing. This book is suitable for students and faculty in sports management and sports marketing programs at universities and colleges, as well as professionals engaged in sports research and practice.