Sport Marketing in a Global Environment
Product details
- ISBN 9781032217963
- Weight: 580g
- Dimensions: 156 x 234mm
- Publication Date: 29 Jan 2024
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Paperback
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This book examines contemporary sport marketing, with a particular focus on strategic marketing, the process of longer-term planning and development that involves identifying the needs and wants of potential customers and satisfying their needs through the exchange of products and services.
It presents cutting-edge case studies from around the world, including from the United States, China, Europe, the Middle East, South America, and Africa. It considers some of the most interesting emerging themes and topics in contemporary sport business, including fitness marketing, the role of sustainability in sport marketing, social media and digital marketing, athlete-brand relationships, and the promotion and development of collegiate and scholastic sport. As a whole, this volume presents a snapshot of the opportunities and challenges facing sport marketers around the world.
Sport Marketing in a Global Environment is fascinating reading for any advanced student, researcher, or professional working in sport business and management, sport development, marketing, strategic management, or global business.
Ruth M. Crabtree is principal lecturer and teaching fellow in the Department of Sport, Exercise and Rehabilitation at Northumbria University, the United Kingdom. She is currently a vice president of the World Association for Sport Management and board member of the International Council of Sport Science & Physical Education Development Committee.
James J. Zhang is a professor of Sport Management at the University of Georgia, USA. His primary research interests are applied measurement and/or applied studies examining sport consumer and organizational behaviors. He has previously been the editor of the International Journal of Sport Marketing and Sponsorship, Sport Management Section Editor of the Measurement in Physical Education and Exercise Science journal, and the president of North American Society for Sport Management (NASSM).
