Case Study on Sports Marketing

Author: Brenda
Publisher:
Publish Date: 2005-08-01
Features: In recent years, sports marketing has garnered increasing attention in China. However, as a course, its development time is still relatively short. In this context, carefully selecting outstanding textbooks commonly used in top sports management programs abroad and translating them for our teachers and students as a reference to supplement the shortcomings of domestic textbooks is an urgent issue that needs to be addressed. At the same time, as a course closely integrated with practice, sports marketing not only introduces readers to the basic knowledge and methods of sports marketing but also emphasizes applying theory to guide the practical operations of the sports market. How can this goal be achieved? In the 1920s, Harvard University's MBA program pioneered the case study method. Since then, case teaching has become widely adopted in management and related fields. For sports marketing, applying marketing concepts to solve practical problems in individual cases can, to some extent, mitigate the lack of practical experience for students. Based on these two considerations, the author selected this representative work from several sports marketing books in the United States. This book has long been favored by professors and students in sports management programs at universities in the U.S. and is a popular textbook in sports marketing classrooms. However, upon closer examination, some of the cases in the book still have a considerable distance from the realities of China's sports industry. Therefore, we referred to several other books and, after repeated deliberation, carefully selected and compiled 15 typical cases, hoping to provide some reference for sports marketing in China. Here, the author expresses gratitude to the original book's authors. The translation and publication of this book are the result of collaborative efforts. The translators organized by the author are mostly outstanding Ph.D. and master's students in sports management, whose solid professional knowledge, strong foreign language proficiency, and dedication ensure the quality of the translation. The translators for each chapter are as follows: Zhang Chunping (-Chapter 4), Miao Zhiwen (Cases 5, 7, 9), Wei Lai (Cases 3, 4, 6, and 13), Shi Chunjian (Cases 8, 11), Liang Yuan (Chapter 5, Cases 1, 12), Gao Chunyan (Cases 2, 10), and Bo Xuesong (Cases 14, 15). The final review of the entire book was handled by the author. Professor Shi Chunjian has put in tremendous effort for the publication of this book. In addition to translating some chapters, he also conducted extensive organizational and coordination work between the translators and the publisher. Here, the author expresses gratitude to all the translators. Although the translators have approached the work with rigor and strive for accuracy, due to their limitations, there may still be imperfections in the translation. The author sincerely invites to point out any corrections.