Principles and Practices of Sports Marketing: 2nd Edition

Author: Brenda David K. Stottler | Translator
Publisher:
Publish Date: 2005-08-01
Features: This book adopts the definitions of sports management and sports industry provided by scholars with years of academic and practical experience in the field of sports management. According to these definitions, the sports industry is a broad and diverse industry that is not limited to promoting sports events but also includes many other niche markets. Over the past two decades, as the study of sports management has developed as a research field, two distinct schools of thought have emerged regarding sports management and the sports industry. One school views sports management as limited to the study of mainstream sports events and how to promote these events to audiences. The other school supports the idea that sports management should encompass all areas of the sports industry and defines the sports industry as all companies and businesses involved in producing sports-related or entertainment products. The content of this book is not limited to professional or student sports; it covers all aspects of the sports industry, such as sports market research companies, sports sponsorship management companies, sports product manufacturers and retailers, sports television companies, sports internet companies, and sports tourism companies. Students majoring in sports management and sports marketing will likely be employed by these various sports companies.