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Strategic Sport Marketing
Integrating consumer interest in sports with traditional marketing theory, this book presents a strategic sports marketing model intended to meet diverse markets of participants, sponsors, and spectators. Detailed examples including case studies and opinion writings from international sports and media illustrate the unique features of sports marketing. Sports management students and sports administrators will benefit from the discussions of sponsorship and the role of services theory.
352 pages, Paperback
First published April 1, 2004
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